Boek
Supported by real-life global examples and case studies, this book provides a rigorous analytical framework that enables the analysis of the brand's sensitivity and vulnerability to specific internal and external influences across a multitude of diverse markets and societies.Contents include: The brand environment; The brand expression; The brand domain; The brand reputation; The brand affinity; The brand recognition; Local brand management; Harmonizing a global brand; Extending a global brand; Creating a new global brand.Sicco van Gelder is a global brand strategy consultant. He has held senior positions with agencies in Asia and Europe and has served public and private sector clients in North and South America, West and Eastern Europe and across the Asia-Pacific region. He is the author of Global Brand Strategy - Unlocking Brand Potential Across Countries, Cultures and Markets (2003). «
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