文章基本信息

标题：GLOBAL OR NATIONAL BRANDS?
本地全文：下载
作者：Girboveanu, Sorina
期刊名称：Management and Marketing Journal
印刷版ISSN：1841-2416
出版年度：2007
卷号：5
期号：1
页码：82-88
出版社：University of Craiova, Faculty of Economics and Business Administration
摘要：Today, branding is such a strong force that hardly anything goes unbranded. Branding in global markets poses several challenges to the marketers. A key decision is the choice between global and nationals brands. This article gives the answers to the questions: what is, what is need for, what are the advantages, costs and risks of global and national brands? All go to the following conclusion: use global brands where possible and national brands where necessary.
关键词：global branding; strategic branding