themanager.org

Home

Search

Publications

German Portal

Life-Links

Newsletter

 About RMP

About themanager

Sitemap


 
Send to a friend
Broken Link?
 
 
 
 
 


Marketing - Global Branding

 

 
International Brand Architecture Abstract:
Brands play a critical role in a firm's international expansion. A coherent international brand architecture is a key component of the firm's overall international marketing strategy as it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and rationalize the firm's international branding strategy. This article looks at how firms have developed an international brand architecture and the drivers that shape that architecture. Implications for the firm's management and design of its international brand architecture are covered.

 

Back

 

 

 
   
         

If you have questions or comments to our website, do not hesitate to contact us (comments and questions are always welcomed): webmaster2 AT reckliesmp.de 
Copyright 2001 Recklies Management Project GmbH
Status: 18. Januar 2008