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Global brand strategy : unlocking brand potential across countries, cultures & markets / Sicco Van Gelder.

By: Material type: TextTextLanguage: English Publication details: London ; Sterling, VA : Kogan Page, 2003.Description: xii, 260 p. : ill. ; 25 cmISBN:
  • 0749442131
  • 9780749442132
Subject(s): DDC classification:
  • 658.8 23 GEG 2004
Online resources:
Contents:
The global branding context -- The organization -- The brand expression marketing mix and implementation -- Local conventions -- The brand domain -- The brand reputation -- The brand affinity -- The brand recognition -- Taking a brand global -- Harmonizing a global brand -- Extending a global brand -- Creating a new global brand.
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Holdings
Item type Current library Call number Status Date due Barcode
Books Books Eastern University Library General Stacks 658.8 GEG 2004 (Browse shelf(Opens below)) Available 11665
Books Books Eastern University Library General Stacks 658.8 GEG 2004 (Browse shelf(Opens below)) Not For Loan 11664

Includes bibliographical references and index.

The global branding context -- The organization -- The brand expression marketing mix and implementation -- Local conventions -- The brand domain -- The brand reputation -- The brand affinity -- The brand recognition -- Taking a brand global -- Harmonizing a global brand -- Extending a global brand -- Creating a new global brand.

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Last Updated on 16 October 2024
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