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Global brand strategy

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Abstract:

This paper introduces a unique framework for equivalent and comparable brand analysis across multiple markets and societies — the Global Brand Proposition Model. The model combines consideration of the strategic planning cycle and the brand environment into an analysis tool that can be applied both globally and locally. It allows global and local analyses to be linked together seamlessly. This in turn enables brand managers to develop global brand strategy that will unlock their brands' full potential across countries, cultures and markets.Journal of Brand Management (2004) 12, 39–48; doi:10.1057/palgrave.bm.2540200

Document Type: Research Article

DOI: http://dx.doi.org/10.1057/palgrave.bm.2540200

Publication date: September 1, 2004

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