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 ...