GLOBAL OR NATIONAL BRANDS?
GLOBAL OR NATIONAL BRANDS?
Author(s): Sorina GirboveanuSubject(s): Economy
Published by: Editura Universitaria Craiova
Keywords: global branding; strategic branding
Summary/Abstract: Today, branding is such a strong force that hardly anything goes unbranded. Branding in global markets poses several challenges to the marketers. A key decision is the choice between global and nationals brands. This article gives the answers to the questions: what is, what is need for, what are the advantages, costs and risks of global and national brands? All go to the following conclusion: use global brands where possible and national brands where necessary.
Journal: Management & Marketing - Craiova
- Issue Year: 2007
- Issue No: 1
- Page Range: 82-88
- Page Count: 7
- Language: English