The problem with global seduction

Wheatly, Andy
February 2004
Brand Strategy;Feb2004, Issue 179, p45
Trade Publication
Focuses on the concept of the globalization of brands. Misconception of the idea that consumers and customers are the same all over the world; Remark from David Aaker regarding global brands; Speculation concerning the factors contributing to the global success of a particular brand. INSET: PARTICIPANTS.


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