by JamesR.Gregory (Author), JackG.Weichmann (Author)
This book is written by one of today's leading authorities on global branding. Establishing and managing a global brand - is made more challenging by the cultural, political, and economic differences that exist among the world's consumers. Branding Across Borders addresses the issue of global branding head-on, going beyond the brand itself to address how a corporation must fine-tune its own organizational structure before it can effectively extend and manage its brands in the global marketplace. Branding Across Borders offers key insights on developing a powerful, memorable global brand strategy. Executives of all levels can look to it for: a 10-step strategy for communicating a brand in an interactive world; examples of successful global branding as practiced by today's leading international marketers; key insights from the Corporate Branding Index [trdemark] - an annual survey designed to spotlight vital branding practices and statistics.
Format: Hardcover
Pages: 320
Edition: illustrated edition
Publisher: McGraw-Hill Professional
Published: 01 Dec 2001
ISBN 10: 0658009451
ISBN 13: 9780658009457