Global brands: Taking stock

Quelch, John A. (1999) Global brands: Taking stock. Vezetéstudomány - Management and Business Journal, 30 (7-8). pp. 98-110.

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Global brands have never quite delivered on their promise. This article focuses on why this may now be about to change. The author first addresses three basic issues: why global brands m atter more now than in the past; what distinguishes them from national brands; and the main building blocks for a global brand. He then moves on to some of the key problems which face managers of international brands today: the new Euro-zone, insta bility in emerging m arkets, the problem of diversion, and management of global relationships with advertising agents and m arket researchers. He concludes with a discussion of the issues involved in deciding whether brands should be taken global.

Item Type:Article
Uncontrolled Keywords:globalizáció, marketing, márka, nemzetközi vállalat, piaci részesedés, piaci verseny
International economics
ID Code:5143
Deposited By: Beáta Vasvár
Deposited On:24 Mar 2020 13:49
Last Modified:24 Mar 2020 13:49

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