Book Description : Written by one of today’s leading authorities on global branding Establishing and managing a global brandshy;shy;is made more challenging by the cultural, political, and economic differences that exist among the world’s consumers. Branding Across Borders addresses the issue of global branding head-on, going beyond the brand itself to address how a corporation must fine-tune its own organizational structure before it can effectively extend and manage its brands in the global marketplace. Branding Across Borders offers key insights on developing a powerful, memorable global brand strategy. Executives of all levels can look to it for: A 10-step strategy for communicating a brand in an interactive world Examples of successful global branding as practiced by today’s leading international marketers Key insights from the Corporate Branding IndexTMshy;shy;an annual survey designed to spotlight vital branding practices and statistics
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On-line Programs From Harvard, MIT, Microsoft
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