This work covers all aspects of creating and managing brands within an international context, ranging from broad strategies worldwide to brand communication and promotion. Every chapter is backed up by researched and illustrated case studies of large organizations, such as Smirnoff and Sony.
Table of ContentsBrands in a global context
identifying international market segments
brand research for international markets
international brand communications
managing the international brand portfolio
the pricing of international brands
international corporate identity
international branding and the law.