Global Brand Power

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The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightn

Global Brand Management

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In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount o

The Global Brand

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A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing bran

Global Brand Strategy

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Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for d

Global Brand Strategy

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"A triumph...the definitive work on the subject. Should be obligatory reading for academics and practitioners alike." Simon Anholt, Chairman, Earthspeak, and au