Description
"For all those involved in global brand management, the local management of a global brand, or the management of a local brand faced with foreign competition, Global Brand Strategy provides not only a robust framework for analyzing the complexities, but also much fresh and original thinking. For students of international business and marketing, it will aid their understanding of our multi-cultural world and help them to discard any ethnocentric thinking." -- placebrands.net
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Gelder (a consultant) offers an analytic framework for identifying the factors that are most significant to particular types of brands. He explains how to undertake an internal analysis, then moves on to the external analysis, and concludes by identifying the key issues in brand strategy. The book's treatment emphasizes the need for common planning and a shared strategy at the global and local levels. Distributed by Stylus Publishing. Annotation (c) Book News, Inc., Portland, OR (booknews.com)
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