TY  - BOOK
AU  - Van Gelder,Sicco
TI  - Global brand strategy: unlocking brand potential across countries, cultures & markets 
SN  - 0749442131
U1  - 658.827 22
PY  - 2003///
CY  - London, Sterling, VA : Kogan Page
KW  - Brand name products
KW  - Planning
KW  - Branding (Marketing)
KW  - Management
KW  - Export marketing
N1  - Includes bibliographical references and index; The global branding context -- The organization -- The brand expression marketing mix and implementation -- Local conventions -- The brand domain -- The brand reputation -- The brand affinity -- The brand recognition -- Taking a brand global -- Harmonizing a global brand -- Extending a global brand -- Creating a new global brand
ER  -