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Please use this identifier to cite or link to this item:
http://hdl.handle.net/2259/192
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| 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 |
| Appears in Collections: | Journal Articles
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Files in This Item:
| File |
Description |
Size | Format |
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| Taking a Brand Global [ The Hindu Business Line - Catalyst- September 19-2002].pdf | | 123Kb | Adobe PDF | View/Open |
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