Establishing and managing a global brand is made more challenging by the cultural, political, and economic differences that exist among the world’s consumers. Branding Across Borders addresses the issue of global branding head-on, going beyond the brand itself to address how a corporation must fine-tune its own organizational structure before it can effectively extend and manage its brands in the global marketplace.
Branding Across Borders offers key insights on developing a powerful, memorable global brand strategy. Executives of all levels can look to it for:
- A 10-step strategy for communicating a brand in an interactive world
- Examples of successful global branding as practiced by today’s leading international marketers
- Key insights from the Corporate Branding IndexTMan annual survey designed to spotlight vital branding practices and statistics