Branding Across Borders: A Guide to Global Brand Marketing

Abstract

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. 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. 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.

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