Sökning: "Katarina Klingenstierna"

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  1. 1. EXTENDING BRANDS TO EMERGING MARKETS

    D-uppsats, Göteborgs universitet/Graduate Business School

    Författare :KATARINA KLINGENSTIERNA; SARA ALBERTSSON; [2003]
    Nyckelord :Brand; Brand Management; Brand Extension; Emerging Markets; Volvo Construction Equipment; China; Global Brand Management Strategy; Adaptation;

    Sammanfattning : Brand management has become a topic of interest in recent years. The contribution of an organisation's brand to company’s assets is now widely acknowledged and brand management is becoming a more integral part of overall business strategy. There are many important questions to be considered in regards to brand management. LÄS MER