Global brand strategy : world-wise marketing in the age of branding

• Main Author: Steenkamp, Jan-Benedict E. M., (Author)
• Format: eBook
• Language: English
• Published: London : Palgrave Macmillan, [2017]
• Subjects: Brand name products > Planning.; Branding (Marketing); Brand name products > Management.; Export marketing.; elektronické knihy; electronic books
• ISBN: 9781349949946; 9781349949939
• Physical Description: 1 online resource (xxiv, 319 pages) : illustrations

What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm's market value. Third, they operate as single brands everywhere on the p...