Branding Across Borders
A Guide to Global Brand MarketingBook - 2002
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 which products/services to offer in particular markets, the methods of communicating about the brand, finding employees/contractors to handle the brand's management in different markets, and measuring the effectiveness of the branding efforts.
Publisher: Chicago, IL : McGraw-Hill, 2002
Branch Call Number: 658.827 G822
Characteristics: xxiv, 232 p. : ill. ; 24 cm
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