Summary
Chapters
Video Info
Companies should use brand management to influence the interaction between brands and marketing. The intersection between growth and brand strategy, brand loyalty, and global branding are discussed.
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Chapter 1: Introduction: Leveraging the Brand
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Chapter 2: Brand Loyalty
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Chapter 3: Global Branding
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Chapter 4: Global Mix Strategy
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Chapter 5: Global Offer Strategy
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Chapter 6: Global Message Strategy
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Chapter 7: Global Change Strategy
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Chapter 8: Approaching Global Branding
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Chapter 9: Branding Strategies
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Chapter 10: Brand Strategy for Growth
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Chapter 11: Market Penetration
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Chapter 12: Market Development
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Chapter 13: Product Development
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Chapter 14: Diversification
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Chapter 15: Increasing Loyalty
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Chapter 16: Customer Loyalty
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Chapter 17: Assessing Brand Loyalty
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