IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-8349-9254-3_7.html
   My bibliography  Save this book chapter

The Delights and Dangers of Global Branding: From Worldwide Brands to a Global/Local Dialectic

In: Strategic Management — New Rules for Old Europe

Author

Listed:
  • Benoît Heilbrunn

Abstract

The opening of borders between national markets and the rapid development of a global economic space has resulted in a homogenisation of the supply and demand for goods and services. The gradual lowering of trade barriers and increased competition have obliged companies to rethink the principles that govern the strategic management of their brand portfolios. In view of this context, it is essential to take into account the degree to which a brand can be included in a global strategy where consistent principles of brand management are applied to a full range of geographical zones.

Suggested Citation

  • Benoît Heilbrunn, 2006. "The Delights and Dangers of Global Branding: From Worldwide Brands to a Global/Local Dialectic," Springer Books, in: Christian Scholz & Joachim Zentes (ed.), Strategic Management — New Rules for Old Europe, pages 137-158, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-9254-3_7
    DOI: 10.1007/978-3-8349-9254-3_7
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-8349-9254-3_7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.