Обложка книги Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets

Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets

ISBN: 0749440236;
Издательство: Kogan Page Ltd

Brand managers operating across cultures can find themselves facing a multitude of complex issues. Aiming to clarify this situation, Global Brand Strategy is the first book to provide a rigorous analytical framework that can be used comparatively across markets to reveal the factors that are most significant to particular types of brands. Contents include brand environment; brand expression; brand domain; brand reputation; brand affinity; brand recognition; local brand management; and global brand management.