Global Brand Management (Paperback) (ISBN-13: 9783639055726)

THE FUTURE SUCCESS OF GLOBAL BRANDS WILL DEPEND ON BRAND MANAGERS' UNDERSTANDING OF CULTURAL CONTEXT AND ITS INTEGRATION INTO A DYNAMIC BRAND MANAGEMENT SYSTEM. Brands can no longer be treated as static constructs created by marketers. Instead, brands need to be understood as evolving systems that interact with their surroundings. As much as by their original creators, brands are shaped by their stakeholders and other influencing factors - in short, by context. With the rise of global trade, more and more brands are introduced to new cultural contexts. These new cultural settings have to be thoroughly analyzed and taken into account when managing brands globally. This book offers a framework model to examine and manage brands in different cultural settings.

Author: Pascal Bühler
ISBN-10: 3639055721
ISBN-13: 9783639055726
Publisher: VDM Verlag Dr. Mueller E.K.
Language: English
Published: 11/06/2008
Pages: 92
Format: Paperback
Weight: 0.30lbs
Size: 9.00h x 6.00w x 0.19d