World Class BrandsA rulebook and practical catalogue for global branding featuring distinguished proven successes and failures. It reveals that insiders' rules on semi-global brands are simple, and why marketing's biggest opportunities and risks turn on decisions which can seem to be minor. |
Contents
Global Framework Local Action | 1 |
Four Exemplary World Class Brands | 16 |
Branded Stage Management | 31 |
Copyright | |
8 other sections not shown
Common terms and phrases
advertising Akio Morita American become Benetton Betty Crocker bottle brand building brand leader brand name Brand valuation brand's image branders branding's Cadbury Schweppes channels Chapter Coca-Cola Coke colours commercial commitment communications company's competitive quality competitors concept consumers corporate countries credentials customers decades designed developing Disney drink Economist eighties emotional environment European example experience feel Figure Flirt Film franchise future global brand goodwill heritage identified identity impact increasingly investment Japan Japanese launch Laura Ashley legend Levi's lifestyle manufacturing market leader market research marketing edge marketplace Marks & Spencer McDonald's Mother Film ness Nestlé offer opportunities organisation packaging pany Pilsner Urquell portfolio position premium product categories quote reproduced Ray Kroc reproduced by kind retailers ritual selling sense share Shiseido social Sony stereotypes strategy style sumers symbol target tion tional today's tradition transnational marketing trends unique world class brands worldwide