Branding Across Borders: A Guide to Global Brand Marketing

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McGraw Hill Professional, 2002 - Business & Economics - 232 pages
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Written by one of today's leading authorities on global brandingEstablishing and managing a global brandshy;shy;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 marketersKey insights from the Corporate Branding IndexTMshy;shy;an annual survey designed to spotlight vital branding practices and statisticsticsticstics

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Ten Keys Seven Steps and Other Guides
Bottom Line on Corporate Brand Investment
Cultures Values and More

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About the author (2002)

James R. Gregory is the founder and CEO of Corporate Branding LLC, a firm specializing in brand strategy and communications. Recognized as one of the world's leading experts in the execution of successful corporate branding programs, Gregory has been quoted in leading publications including BusinessWeek, the Wall Street Journal, the New York Times, Forbes, Fortune, Advertising Age, and others. A popular speaker and the author of a number of studies on corporate branding and corporate image advertising for BusinessWeek, he is the coauthor of Marketing Corporate Image and Leveraging the Corporate Brand.

Jack G. Wiechmann is a forty-year veteran of the advertising industry. He is the coauthor (with James R. Gregory) of Marketing Corporate Image and Leveraging the Corporate Brand.

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