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Branding in Global Marketing Management
This article describes the essence of branding; it explains what identifies the brand equity and why do some companies prefer to have a locally based brand to a globally based brand. This work clarifies the meaning of a brand extension and brand dilution, and highlights the examples of the most deve...
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Main Authors: | , |
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Format: | Article |
Language: | English |
Published: |
Інститут економіки промисловості НАН України
2013
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Series: | Економічний вісник Донбасу |
Subjects: | |
Online Access: | http://dspace.nbuv.gov.ua/handle/123456789/123398 |
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