Branding in Global Marketing Management

• Published in: Економічний вісник Донбасу
• Date: 2013
• Main Authors: Dotsenko, G.V., Tsysaruk, S.S.
• Format: Article
• Language: English
• Published: Інститут економіки промисловості НАН України 2013
• Subjects: Marketing
• Online Access: https://nasplib.isofts.kiev.ua/handle/123456789/123398
• Journal Title: Digital Library of Periodicals of National Academy of Sciences of Ukraine
• Cite this: Branding in Global Marketing Management / G.V. Dotsenko, S.S. Tsysaruk // Економічний вісник Донбасу. — 2013. — № 4 (34). — С. 132–134. — Бібліогр.: 16 назв. — англ.

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...