Global brand strategy : unlocking brand potential across countries, cultures & markets /
Van Gelder, Sicco,1964-
London ; Sterling, VA : Kogan Page,
2003.
Includes bibliographical references and index.
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.
Brand name products
Brand name products
Brand name products
Export marketing.