Global brand alignment: Finding and guarding 'the force'

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

9-2011

Abstract

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.

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Licece/Creative Commons Licence

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Article ID

1378

Subject(s)

Marketing

Citation

Knowledge@SMU. Global brand alignment: Finding and guarding 'the force'. (2011).
Available at: https://ink.library.smu.edu.sg/ksmu/302