Don Sexton

Building Global Brands

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Abstract:
Global brands represent enormous cash-producing assets. To build them requires consistency over time and across country borders. The key for developing consistent strategy across country borders is identifying the global segment and the global position. The key for implementing that strategy is often the global marketing team.

Source: The Advertiser
Exact Citation:
Sexton, Don. "Building Global Brands." The Advertiser (June 1997): 40-43.
Volume: N/A
Pages: 40-43
Date: 6 1997