Cleff, Thomas; Fischer, Lena; Sepúlveda, César; … - 2010
widely known ranking of the 'Best Global Brands' (with Coca-Cola as number 1 in the past years) and consumers on summer … vacations purchase brands such as Heineken or Marlboro they are familiar with from their home country. Although media and … consumers call these brands 'global' and centralized marketing departments manage these brands globally - are these 'global …