Creating and managing global brand architecture.

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F10%3A63509682" target="_blank" >RIV/70883521:28120/10:63509682 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Creating and managing global brand architecture.
Original language description
The global market place has become more and more dynamic and multinational companies are constantly faced with the challenge of managing the various brands in their portfolio. Depending on the nature of a company and the size of its product range, appropriate structures can be put in place to gain a favorable position in the target market. The aim of this paper is to find ways of creating and managing brand architecture across international markets. The paper suggests ways on how firms can develop a workable brand architecture that will facilitate its operations in the global market place. Analyses are made with secondary data from various sources to permit informed decision making and consequently facilitate the development of strategies for buildingbrand architecture. From the analysis, it is seen that, there is no single strategy that can be used in creating and managing brand architecture. The findings from this paper will help managers to understand the intricacies involved in br
Czech name
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Czech description
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Publication year
2010
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
New Economic Challenges : 2nd International PhD Students Conference Part II
ISBN
978-80-210-5111-9
ISSN
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e-ISSN
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Number of pages
5
Pages from-to
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Publisher name
Masarykova univerzita v Brně
Place of publication
Brno
Event location
Brno
Event date
Jan 1, 2010
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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