Danciu, Victor - In: Theoretical and Applied Economics 2(507) (2007) 2(507), pp. 55-64
The success of any company in international markets heavily depends on the brand strategies. These strategies are based … on the pillars of the brand management, which are identity, positionning and image. The core element of the … internationalisation strategy of the brand is the identity. The positionning depends on the global or international characteristics of the …