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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/192

Title: TAKING A BRAND GLOBAL
Authors: Panda, Tapan Kumar
Keywords: Global Branding
Product Standardization
Enabling Technology
Brand Building
Issue Date: 19-Sep-2002
Publisher: Business Line - Catalyst- Hindu Magazine
Abstract: The strategy to develop a global brand depends on two key factors i.e. the domestic compulsion and the global market opportunity. Entry and success of various multinationals in different emerging markets including India have made the strong domestic players to think about pursuing a global branding strategy. This decision is a functional variable of two key indicators like the pressure for globalization and the degree of key asset convertibility to suit the global business order and taste. This paper highlights some of the key issues related to the global branding strategy with an analysis of the variables for domestic brand success. The author also delves in to the various common approaches to global branding including the tangible benefits of global brand building and its strategic implications.
Description: Hindu, Business Line - Catalyst, September 19,2002
URI: http://hdl.handle.net/2259/192
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