Buy custom DYNAMICS OF INTERNATIONAL BRAND ARCHITECTURE
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| Topic: |
Business
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| Number of pages / Number of words: |
24 / 6719 |
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In essence, this architecture provides the principles that guide the effective use of brands so as to develop a strong positional advantage in international markets. It should establish which brands should be emphasised at what level in the organisation, i.e. corporate, product business and product, how brands are used and extended across product lines and country, and how far branding is harmonised and co-ordinated across national borders...
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It should establish which brands should be emphasised at what level in the organisation, i.e. corporate, product business and product, how brands are used and extended across product lines and country, and how far branding is harmonised and co-ordinated across national borders. Without a well-conceived international brand architecture, the firm will be at a competitive disadvantage, suffering from inconsistencies in brand identity across national markets, lack of a strong corporate or product identity in international markets, and the inability to maximise the value of brands across national boundaries...
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DYNAMICS OF INTERNATIONAL BRAND ARCHITECTURE
Dynamics Of International Brand Architecture:
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International Gray Markets
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Operating in International Markets
Strategic Planning For International Markets
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