Abstract
With the globalization of markets, attention to international branding strategies becomes an increasingly important issue. Firms must decide on the appropriate balance of global, regional and local brands, as well as who should have custody of these brands and their positioning in international markets.
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References
Barwise, Patrick and Thomas Robertson. 1992. “Brand Portfolios.” European Management Journal 10, 3 (September).
Kapferer, Jean-Noel. 1997. Strategic Brand Management, 2nd edition. New York: Kogan Page.
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© 2015 Academy of Marketing Science
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Douglas, S.P., Craig, C.S. (2015). Developing and Managing an International Brand Portfolio. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_113
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DOI: https://doi.org/10.1007/978-3-319-17356-6_113
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
Online ISBN: 978-3-319-17356-6
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