tailieunhanh - Lecture Brand management - Lecture 14: Managing brands over geographic boundaries and market segments

Lecture Brand management - Lecture 14: Managing brands over geographic boundaries and market segments, learning objectives: Understand the rationale for developing a global brand; Outline the main advantages and disadvantages of developing a standardized global marketing program; Define the strategic steps in developing a global brand positioning; Describe some of the unique characteristics of brand building in developing markets like India and China. |