Brand managers operating across cultures can find themselves facing a multitude of complex issues. Aiming to clarify this situation, Global Brand Strategy is the first book to provide a rigorous analytical framework that can be used comparatively across markets to reveal the factors that are most significant to particular types of brands.
Contents include brand environment; brand expression; brand domain; brand reputation; brand affinity; brand recognition; local brand management; and global brand management. Это и многое другое вы найдете в книге Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets (Sicco Van Gelder)