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.

Read Chapter 2 >>

 


Global Brand Management, by Laurence Minsky and Ilan Geva published by Kogan Page. Reproduced with permission from Kogan Page.

Book Excerpts

"I developed a much higher respect for social marketing by seeing the value and complexity of this function which seemed very ambiguous to me before."
— Student at Boston College after AEF sent speakers from DigitasLBi