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 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 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

Asian Brand Strategy (Revised and Updated)

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This second edition of the bestselling Asian Brand Strategy takes a look at how Asian brands continue to gain share-of-voice and share-of-market. Featuring a us

The Strategy of Global Branding and Brand Equity

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Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a wa