Chapter 8. Brand Building Through Global Brand Growth

• How do you capture both explicit knowledge and tacit knowledge in one place and make them useful for global marketers?

• How can a global brand keep a single personality intact while presenting consumers with different expressions around the world?

• How can you maintain brand authenticity and still change?

• How can global metrics be used to manage brand growth?

Even businesses in mature, flat categories can achieve breakthrough growth by reigniting their brand value and top-line growth by global expansion of distribution.

A brand with universal emotional appeal can be a powerful platform for international growth. The brand equity investment really pays off in rapidly growing markets such ...

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