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Wednesday, 09 July 2008
 
 

Globalizing a Brand Requires Different Thinking

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Globalizing a Brand Requires Different Thinking

To navigate these fertile markets and increase your market share it is important that you understand brand dynamics. Sadly, many manufactures do not. They will plow these new waters with the same reckless brand management that has led them to believe that their domestic success is a result of something other than heavy advertising spending. Understanding how a brand's permission sets the stage for future success in the market is essential, and the lessons are even more telling when you move the brand into a different culture.
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