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

By: Van Gelder, Sicco, 1964-.
Material type: materialTypeLabelBookPublisher: London ; Sterling, VA : Kogan Page, 2003Description: xii, 260 p. : ill. ; 25 cm.ISBN: 0749442131; 9780749442132.Subject(s): Brand name products -- Planning | Branding (Marketing) | Brand name products -- Management | Export marketingDDC classification: 658.8 Online resources: Table of contents | Publisher description | Contributor biographical information
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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Item type Current location Call number Status Date due Barcode
Books Books Eastern University Library
General Stacks 		658.8 GEG 2004 (Browse shelf) Available 11665
Books Books Eastern University Library
General Stacks 		658.8 GEG 2004 (Browse shelf) 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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