Table of contents
CONTENTS
Page No
1.
2. Executive Summary
The Evolution 2
3
-Global Brands and Globalization
3
3. Why Branding? 9
-Brand : Meaning 10
-Brand Equity 12
-Aspects of a Good Brand 13
- What makes brands great? 14
- What makes brand leaders lose their way
17
4. Why go global? 19
- Going global: the risks 20
- What principles govern and guide global brands? 21
- Global branding versus local marketing 23
5. Strategic Planning Cycles for Brands 26
6. The Brand Environment 30
- Factors that influence the brand 31
7. The Global Brand Proposition Model 32
-The internal analysis 32
-The external analysis 34
-Using the Model- a Road map 34
8. Top Global Brands 38
9. Global Branding- The ...