International Branding

William G. Tragos
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William G. Tragos: TBWA International

Chapter Chapter 13 in Brands, 1998, pp 123-134 from Palgrave Macmillan

Abstract: Abstract International branding on a truly global scale was once a rosy futuristic scenario to all but the most well-heeled or adventurous marketers. Now, brand marketers face a vast frontier of international branding opportunities. Any company that considers itself a major player is shooting itself in the foot if it is not thinking globally. What brought on this new era? What changed a pipe dream into a strategic imperative?

Keywords: Brand Equity; Economic Liberalisation; Brand Personality; Sport Drink; Eastern Bloc (search for similar items in EconPapers)
Date: 1998
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-26070-6_13

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DOI: 10.1007/978-1-349-26070-6_13

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