Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets

被引：0

作者：

Keith Dinnie

机构：

来源：

Journal of Brand Management | 2004年 / 12卷 / 1期

关键词：

brand; valuation; equity; electronic; management; e-branding; e-tailing; management; international; Internet; marketing; measurement; personality; consumers; advertising; fast moving; consumer goods; FMCG; brand-building; strategy;

D O I：

10.1057/palgrave.bm.2540204

中图分类号：

学科分类号：

摘要：

引用

页码：69 / 71

页数：2

共 50 条

[1] Global Brand Strategy: Unlocking Brand Potential across Countries, Cultures and Markets
Clarke, Irvine, III
[J]. JOURNAL OF PRODUCT AND BRAND MANAGEMENT, 2005, 14 (02): : 137 - +
[2] Influence of brand extension strategy on global brand image: an analysis applied to UK and Spanish markets
Martinez Salinas, Eva
Pina Perez, Jose Miguel
de Chernatony, Leslie
[J]. CUADERNOS DE ECONOMIA Y DIRECCION DE LA EMPRESA, 2008, (36): : 77 - 111
[3] Global brand strategy
Sicco van Gelder
[J]. Journal of Brand Management, 2004, 12 (1) : 39 - 48
[4] The 'HUGO BOSS' connection: Achieving global brand consistency across countries
Matthiesen, Insa
Phau, Ian
[J]. JOURNAL OF BRAND MANAGEMENT, 2005, 12 (05) : 325 - 338
[5] The ‘HUGO BOSS’ connection: Achieving global brand consistency across countries
Insa Matthiesen
Ian Phau
[J]. Journal of Brand Management, 2005, 12 (5) : 325 - 338
[6] Quo Vadis Brand Management? Specifics in Brand Value Sources Across Markets
Kliestikova, Jana
Kovacova, Maria
Olah, Judit
Nica, Elvira
[J]. ADVANCES IN CROSS-SECTION DATA METHODS IN APPLIED ECONOMIC RESEARCH, ICOAE 2019, 2020, : 291 - 305
[7] Measuring brand equity across products and markets
Aaker, DA
[J]. CALIFORNIA MANAGEMENT REVIEW, 1996, 38 (03) : 102 - &
[8] Linking CSR strategy and brand image: Different approaches in local and global markets
Popoli, Paolo
[J]. MARKETING THEORY, 2011, 11 (04) : 419 - 433
[9] Cultural Brands from Emerging Markets: Brand Image Across Host and Home Countries
Guzman, Francisco
Paswan, Audhesh K.
[J]. JOURNAL OF INTERNATIONAL MARKETING, 2009, 17 (03) : 71 - 86
[10] Internalising a brand across cultures: the case of IKEA
Tarnovskaya, Veronika
de Chernatony, Leslie
[J]. INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT, 2011, 39 (08) : 598 - +

← 1 2 3 4 5 →