Global Brand Management
Global Brand Management
By Laurence Minsky and Ilan Geva
In today’s hyper-connected world, any brand with a website or digital presence is ‘global’ by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management.
Chapter 2 provides a deeper understanding of branding and describes how the social sciences contribute to branding and the role branding plays in the marketing strategy.
Global Brand Management, by Laurence Minsky and Ilan Geva published by Kogan Page. Reproduced with permission from Kogan Page.
