Global brand strategy

被引：0
|
作者：
Sicco van Gelder
机构：
[1] Brand Meta. Copernicusstraat 68-hs,
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.2540200
中图分类号：
学科分类号：
摘要：
This paper introduces a unique framework for equivalent and comparable brand analysis across multiple markets and societies — the Global Brand Proposition Model. The model combines consideration of the strategic planning cycle and the brand environment into an analysis tool that can be applied both globally and locally. It allows global and local analyses to be linked together seamlessly. This in turn enables brand managers to develop global brand strategy that will unlock their brands' full potential across countries, cultures and markets.
引用
收藏
页码：39 / 48
页数：9
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