Purpose – This paper aims to clarify the challenge of emerging countries’ firms regarding their brand policy. The purpose of the paper is to examine the branding options offered to emerging countries companies when expanding internationally. Design/methodology/approach – After having...

"In The Brand Benefits Playbook, two of the world's leading experts on branding provide a strategic perspective on brand benefit positioning and execution-and explain how focusing on brand benefits can transform organizations and help them win in the marketplace"--

"How is morality understood in the marketplace? Why do brands speak out about certain issues of injustice and not others? And what is influencer culture's role in social and political activism? Big Brands Are Watching You investigates corporate culture, from the branding of companies and nations...