Global Brand Strategy World-wise Marketing in the Age of Branding /
What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet...
| Main Author: | |
|---|---|
| Corporate Author: | |
| Language: | English |
| Published: |
London :
Palgrave Macmillan UK : Imprint: Palgrave Macmillan,
2017.
|
| Edition: | 1st ed. 2017. |
| Subjects: | |
| Online Access: | https://doi.org/10.1057/978-1-349-94994-6 |