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. "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 Index [trdemark] - an annual survey designed to spotlight vital branding practices and statistics.
- ISBN13 9780658009457
- Publish Date 16 December 2001
- Publish Status Out of Print
- Out of Print 12 April 2021
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Contemporary
- Format Hardcover
- Pages 320
- Language English