The Management of Global Brands

Camillo Pagano

Chapter 3 in Brand Power, 1994, pp 53-64 from Palgrave Macmillan

Abstract: Abstract In discussing the management of global brands, I would like to start by dismissing some buzz words, including globalisation, regionalisation, macro-markets and micro-markets. These obscure the real issues by creating a cosy sense of over-simplification. They are part of a search for infallible solutions which — fortunately, in my opinion — do not exist in the ever-changing reality of business.

Keywords: Brand Image; Product Brand; Brand Position; Corporate Brand; Global Brand (search for similar items in EconPapers)
Date: 1994
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-12840-2_4

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DOI: 10.1007/978-1-349-12840-2_4

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