Förlagets beskrivning
This text aims to clarify for brand managers what they must consider when
managing their brands across diverse cultures and markets throughout the world.
Each brand has its own particular assets and vulnerabilities and this book
provides a framework to be used comparatively across markets to reveal how to
extend the brand and realize its true value. Topics include: the brand
environment; the brand expression; the brand domain; the brand reputation; the
brand affinity; the brand recognition; local brand management; harmonizing a
global brand; extending a global brand; and creating a new global
brand.Containing analytical models, real-life examples and global case studies,
the book should provide fresh insights for managers and students alike into how
to ensure the success of extending a brand globally. This text aims to clarify for brand managers what they must consider when
managing their brands across diverse cultures and markets throughout the world.
Each brand has its own particular assets and vulnerabilities and this book
provides a framework to be used comparatively across markets.
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Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures & Markets
Bokrecensioner » Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures & Markets
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