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Global Brand Management - Pascal Buhler

9783639055726
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Title
Global Brand Management
Author
Pascal Buhler
format
Paperback / softback
Publisher
VDM Verlag Dr. Mueller E.K.
Language
English
UK Publication Date
20081106

THE FUTURE SUCCESS OF GLOBAL BRANDS WILL DEPEND ON BRAND MANAGERS' UNDERSTANDING OF CULTURAL CONTEXT AND ITS INTEGRATION INTO A DYNAMIC BRAND MANAGEMENT SYSTEM. Brands can no longer be treated as static constructs created by marketers. Instead, brands need to be understood as evolving systems that interact with their surroundings. As much as by their original creators, brands are shaped by their stakeholders and other influencing factors - in short, by context. With the rise of global trade, more and more brands are introduced to new cultural contexts. These new cultural settings have to be thoroughly analyzed and taken into account when managing brands globally. This book offers a framework model to examine and manage brands in different cultural settings.

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Type
BOOK
Country of Publication
Germany
Number of Pages
92

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