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Strategic Brand Management in an International Environment
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This 16 page paper considers the way in which a brand may be strategically managed in order to maximize value and return. The writer considers issues such as the decision to standardize or customize brand the brand image in different geographical areas, the importance of positioning and brand extensions. Many examples are cited in the paper to illustrate the points raised, including companies such as Nike, Reebok, Proctor and Gamble and Gillett. The bibliography cites 17 sources.
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Pages:
16
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Filename:TS14_TEbrandm.rtf |
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Paper Title:
Strategic Brand Management in an International Environment
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