Start of Main Content
Case
Global Brand Management: Best Practices and Learnings from Efforts to Build the Business "Over There"
Author(s)
This technical note discusses learnings from organizations facing the challenges of managing brands across global geography. It talks about best practices for balancing the competing needs for local relevance and global consistency and scales.
Date Published:
10/25/2012
Discipline:
Marketing
Key Concepts:
Advertising, Branding, Communication, Marketing, Marketing Communications, Marketing Strategy, Global Branding
Citations:
Hennessy, Julie, Eric Leininger, Evan Meagher. Global Brand Management: Best Practices and Learnings from Efforts to Build the Business "Over There". 7-411-750 (KEL696).
