The Global Brand
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A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing bran
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Type: BOOK - Published: 2013-03-05 - Publisher: University of Pennsylvania Press
The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightn
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Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for d
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Pages: 319
Type: BOOK - Published: 2010-09-16 - Publisher:
Today almost every marketer works on or competes against a global brandThink about it; only ten years ago things were very different. The Global Brand CEO is th
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Pages: 329
Pages: 329
Type: BOOK - Published: 2019-11-03 - Publisher: Kogan Page Publishers
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 o