Global brand strategy : unlocking brand potential across countries, cultures & markets / Sicco Van Gelder.
By: Van Gelder, Sicco
.
Publisher: London ; Sterling, VA : Kogan Page, 2003Description: xii, 260 p. : ill. ; 25 cm.ISBN: 0749440236.Subject(s): Brand name products -- Planning | Branding (Marketing) | Brand name products -- Management | Export marketingDDC classification: 658.827
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.
| Item type | Current location | Shelf location | Call number | Copy number | Status | Notes | Date due | Barcode |
|---|---|---|---|---|---|---|---|---|
| Main Collection | Taylor's Library-TU |
Floor 4, Shelf 27 , Side 1, TierNo 3, BayNo 5 |
658.827 VAN (Browse shelf) | 1 | Available | SOMAC,37000,03,GR | 5000036024 |
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.