CREATING AND MANAGING GLOBAL BRAND ARCHITECTURE
CREATING AND MANAGING GLOBAL BRAND ARCHITECTURE

Author(s): Emmanuel Selase Asamoah
Subject(s): Business Economy / Management, Financial Markets
Published by: Masarykova univerzita nakladatelství
Keywords: brand architecture; global brands; brand; brand strategy; brand portfolio; global market;
Summary/Abstract: The global market place has become more and more dynamic and multinational companies are constantly faced with the challenge of managing the various brands in their portfolio. Depending on the nature of a company and the size of its product range, appropriate structures can be put in place to gain a favorable position in the target market. The aim of this paper is to find ways of creating and managing brand architecture across international markets. The paper suggests ways on how firms can develop a workable brand architecture that will facilitate its operations in the global market place.

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