Global Brand Strategy World-wise Marketing in the Age of Branding /

What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet...

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Main Author: Steenkamp, Jan-Benedict.
Corporate Author: SpringerLink (Online service)
Format: Electronic
Language: English
Published: London : Palgrave Macmillan UK : 2017.
Subjects:
Online Access: http://dx.doi.org/10.1057/978-1-349-94994-6
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