Global Branding
The Mirage of Global Markets
Why markets are becoming more local, not more global The real reasons international companies struggle away from home An intelligent framework for assessing and entering foreign markets How to localize the decisions that matter most--cost-effectively Organization, distribution, a
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Destination Branding
In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their produc
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Communicating Globally
How can a company effectively communicate its message to customers and prospects all over the world? How can it ensure that its branding messages 'travel'?
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Brand Hollywood
From the growth in merchandising and product placement to the rise of the movie franchise, branding has become central to the modern blockbuster economy. In a wide-ranging analysis focusing on companies such as Disney, Dolby, Paramount, New Line and, in particular, Warner Bros.
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