outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value … yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances … you can start using today. With case studies from around the world, Steenkamp introduces the global brand value chain and …

The first volume in the Palgrave Studies in Practice: Global Fashion Brand Management series, this book provides a …1. Overview of Fashion Brand Internationalization: Theories and Trends -- 2. Ermenegildo Zegna: When Family Values …

Reciprocity between Retailer’s Corporate Image and Store Image -- The Effect of Perceived Brand Globalness on Retailer … Brand Equity -- The Globalness Route: How Consumer and Brand Level Factors change the Route to Success … knowledge on whether international retailers can succeed with a global brand in business that was originally local. To expand on …

-- Part III: BRIC Branding Framework: Strategies for Successful Brand Building and Marketing in the Key Emerging Markets …This book combines scientific research and professional insights on brand and marketing strategy development in major …

, Hisense and key decision makers worldwide, Sandra Bell gives reasons and identifies a Chinese way of international brand … their strengths and weaknesses regarding branding, marketing and going global? - How does an appropriate brand strategy look … far? To what extend have they followed the recommended brand approach. What did they decide differently and why? Read the …

Immer mehr Unternehmen messen dem Aufbau einer starken Corporate Brand eine hohe Bedeutung zu. International tätige … Pflege der Corporate Brand jedoch häufig vernachlässigt. Basierend auf einem theoretisch hergeleiteten, integrierten Modell … untersucht Judith Giersch anhand von zwei internationalen empirischen Studien diejenigen Effekte eines Corporate Brand …