Branding, done right, can bolster the bottom-line and even turn a floundering company's fortunes around. Running a good brand campaign can, however, be tricky - especially when it involves connecting with audiences all around the world. Sharing their experiences with localising world renowned names, industry practitioners at the Brand Finance Singapore Forum 2011 treaded the tight rope between strong brand guardianship and adaptability.
Business | Marketing
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Copyright © Singapore Management University 2012
Global brand alignment: Finding and guarding 'the force'. (2011). Knowledge@SMU.
Available at: http://ink.library.smu.edu.sg/ksmu/302