Branding Across Borders: A Guide to Global Brand Marketing

by , ,

Write The First Customer Review

This title addresses how companies can effectively extend and manage their brand and their brand's value - the brand being the name, term, symbol, design or combination therof that identifies a good or service and differentiates it in the marketplace - within the global marketplace. A key issue in global branding is overcoming cultural and language differences in the establishment and execution of a branding message in different world markets. This challenge permeates all aspects of branding globally and impacts selecting ...

Branding Across Borders: A Guide to Global Brand Marketing 2001, McGraw-Hill Companies, Chicago, IL

ISBN-13: 9780658009457

Hardcover

Select