14 Managing Brands Over Geographic Boundaries and Market Segments
Learning Objectives
After reading this chapter, you should be able to
-
Understand the rationale for developing a global brand.
-
Outline the main advantages and disadvantages of developing a standardized global marketing program.
-
Define the strategic steps in developing a global brand positioning.
-
Describe some of the unique characteristics of brand building in developing markets like India and China.
A global marketing pioneer, KFC is now setting its sights on market leadership in China.
Source: Zheng Xianzhang/TAO Images Limited/Alamy
Preview
In earlier chapters, ...
Get Strategic Brand Management, Fourth Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
