Table of contents
CONTENTS
Page No
1.
2. Executive Summary
The Evolution 2
3
-Global Brands and Globalization
3
3. Why Branding? 9
-Brand : Meaning 10
-Brand Equity 12
-Aspects of a Good Brand 13
- What makes brands great? 14
- What makes brand leaders lose their way
17
4. Why go global? 19
- Going global: the risks 20
- What principles govern and guide global brands? 21
- Global branding versus local marketing 23
5. Strategic Planning Cycles for Brands 26
6. The Brand Environment 30
- Factors that influence the brand 31
7. The Global Brand Proposition Model 32
-The internal analysis 32
-The external analysis 34
-Using the Model- a Road map 34
8. Top Global Brands 38
9. Global Branding- The future 40
-Global Strategy 41
10.
11.
12. -Global Creativity
-Global leadership
-Conclusion
Final Words
References
Appendix 42
43
44
45
46
47
Executive summary
According to the 4th law......
Join Now or Login to view the rest of this paper.
Approximate Word Count: 12287
Approximate Pages: 48 (260 words per double-spaced page) |