Branding Across Borders

Establishing and managing a global brand­­is 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

James R. Gregory

McGraw-Hill

2002

Abstract

Establishing and managing a global brand­­is 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 IndexTM­­an annual survey designed to spotlight vital branding practices and statistics

Citation

James R. Gregory. Branding Across Borders. McGraw-Hill, 2002

Collection

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