Branding across borders
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Branding across borders a guide to global brand marketing by James R. Gregory

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Published by McGraw-Hill in Chicago .
Written in English


  • Brand name products -- Marketing

Book details:

Edition Notes

Includes bibliographical references (p. 213-222) and index.

StatementJames R. Gregory with Jack G. Wiechmann.
ContributionsWiechmann, Jack G.
LC ClassificationsHD69.B7 G74 2002
The Physical Object
Paginationxxiv, 232 p. :
Number of Pages232
ID Numbers
Open LibraryOL15508213M
ISBN 100658009451
LC Control Number2001030841

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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. Print book: EnglishView all editions and formats Summary: Establishing and managing a global brand - is made more challenging by the cultural, political, and economic differences that exist among the . A global brand has a clear consistent equity across geographies: same positioning, same benefits plus local tailoring if needed Simple Example to Brazilians, beer is a soft drink; to Germans, good beer is the one that is locally brewed; to the English, lager beer is a new product; to Americans, beer is a boy meets girl drink; and to Australians, beer is a mans drink McDonalds offerings in different countries. distin ctive vision.

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