Global Brand Strategy

Global Brand Strategy

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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.A global bank that introduces a service extension aimed at high net worth individuals around the globe will want to ensure that ... A new variety of an Oral-B manual toothbrush may fetch a premium over the existing ones, depending on the benefits it ... In order to meet higher than expected demand Audi had to rev up production of its sporty TT model from a scheduled ... In the Sky Trax Global Airline ranking, Virgin Atlantic was ranked among the 1 0 best airlines worldwide in 2002 andanbsp;...

Title:Global Brand Strategy
Author: Sicco Van Gelder
Publisher:Kogan Page Publishers - 2003

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