Do Global Brands Benefit from a Unique Worldwide Image?
The trend towards increased globalisation had a major impact on the branding strategies of international companies. Next to important economies of scale that a global brand can bring to the company, the advantage of benefiting from a unique worldwide image across markets is considered by managers as...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Niccolò Cusano University-Rome
2003-06-01
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| Series: | Symphonya |
| Subjects: | |
| Online Access: | https://symphonya.unicusano.it/article/view/9302 |