Van Gelder, Sicco, 1964-
Global brand strategy : unlocking brand potential across countries, cultures & markets / Sicco Van Gelder. - London ; Sterling, VA : Kogan Page, 2003. - xii, 260 p. : ill. ; 25 cm.
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.
0749442131 9780749442132
Brand name products--Planning.
Branding (Marketing)
Brand name products--Management.
Export marketing.
658.8 / GEG 2004
Global brand strategy : unlocking brand potential across countries, cultures & markets / Sicco Van Gelder. - London ; Sterling, VA : Kogan Page, 2003. - xii, 260 p. : ill. ; 25 cm.
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.
0749442131 9780749442132
Brand name products--Planning.
Branding (Marketing)
Brand name products--Management.
Export marketing.
658.8 / GEG 2004