Global Brand Management is popular PDF and ePub book, written by Laurence Minsky in 2019-11-03, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Global Brand Management can be Read Online from any device for your convenience.
Global Brand Management Book PDF Summary
In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.
Detail Book of Global Brand Management PDF
- Author : Laurence Minsky
- Release : 03 November 2019
- Publisher : Kogan Page Publishers
- ISBN : 9780749483616
- Genre : Business & Economics
- Total Page : 329 pages
- Language : English
- PDF File Size : 7,6 Mb
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