GLOBAL OR NATIONAL BRANDS?

Today, branding is such a strong force that hardly anything goes unbranded. Branding in global markets poses several challenges to the marketers. A key decision is the choice between global and nationals brands. This article gives the answers to the questions: what is, what is need for, what are the advantages, costs and risks of global and national brands? All go to the following conclusion: use global brands where possible and national brands where necessary.

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Year of publication:	2007
Authors:	Girboveanu, Sorina
Published in:	Management and Marketing Journal. - Facultatea de Economie şi Administrarea Afacerilor, ISSN 1841-2416. - Vol. 5.2007, 1, p. 82-88
Publisher:	Facultatea de Economie şi Administrarea Afacerilor
Subject:	global branding \| strategic branding

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Extent:	application/pdf
Type of publication:	Article
Language:	English
Classification:	M30 - Marketing and Advertising. General
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10008483646