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Global Brand Management: A Guide to Developing, Building & Managing an International Brand - Couverture souple
Synopsis
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.
Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
À propos de l'auteur
Ilan Geva is adjunct Professor at the University of Chicago and DePaul University, and was formerly Design Head and Creative Director at Ogilvy & Mather, Leo Burnett, Frankel & Co., and various other internationally renowned agencies. He currently runs Ilan Geva & Friends, a branding consultancy based in Chicago.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
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Global Brand Management: A Guide to Developing, Building & Managing an International Brand
Edité par
Kogan Page, 2019
ISBN 10 : 0749483601
ISBN 13 : 9780749483609
Ancien ou d'occasion
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Global Brand Management : A Guide to Developing, Building and Managing an International Brand
Edité par
Kogan Page, 2019
ISBN 10 : 0749483601
ISBN 13 : 9780749483609
Ancien ou d'occasion
Couverture souple
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Global Brand Management : A Guide to Developing, Building and Managing an International Brand
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Global Brand Management
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Paperback. Etat : New. 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. N° de réf. du vendeur LU-9780749483609
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Global Brand Management
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Global Brand Management: A Guide to Developing, Building & Managing an International Brand (eng)
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Global Brand Management
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Paperback. Etat : New. 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. N° de réf. du vendeur LU-9780749483609
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Global Brand Management: A Guide to Developing, Building & Managing an International Brand
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Global Brand Management: A Guide to Developing, Building & Managing an International Brand
Edité par
Kogan Page, 2019
ISBN 10 : 0749483601
ISBN 13 : 9780749483609
Neuf
Couverture souple
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Global Brand Management : A Guide to Developing, Building and Managing an International Brand
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