MingLim
Global Branding: An International Introduction
Global Branding: An International Introduction
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Brand management is the practice of increasing a product's perceived value to the customer, and has grown out of proportion to its original foundations. This textbook brings a more scholarly perspective to proceedings, comparing and contrasting examples from emerging economies and the Western world. It is enhanced by taking in perspectives from outside the world of mainstream marketing, and is the most appropriate reading for any class on global branding.
Format: Paperback / softback
Length: 312 pages
Publication date: 01 January 2021
Publisher: Taylor & Francis Ltd
The practice of enhancing a product's perceived value to the customer, known as brand management, has undergone significant expansion, leading to the term "obsessive branding disorder" being used in recent years. While most introductions to brand management focus on practical implementation, this textbook offers a more scholarly perspective on the subject. Ming Lim critically explores the topic of Global Branding by comparing and contrasting examples from emerging economies and the Western world. The textbook is enriched by incorporating perspectives from various fields outside mainstream marketing, including sociology, culture, and politics. This groundbreaking textbook is an essential resource for any class on global branding, and it is also highly recommended for courses in international marketing, brand management, international business, and critical marketing.
The practice of enhancing a product's perceived value to the customer, known as brand management, has undergone significant expansion, leading to the term "obsessive branding disorder" being used in recent years. While most introductions to brand management focus on practical implementation, this textbook offers a more scholarly perspective on the subject. Ming Lim critically explores the topic of Global Branding by comparing and contrasting examples from emerging economies and the Western world. The textbook is enriched by incorporating perspectives from various fields outside mainstream marketing, including sociology, culture, and politics. This groundbreaking textbook is an essential resource for any class on global branding, and it is also highly recommended for courses in international marketing, brand management, international business, and critical marketing.
Dimension: 234 x 156 (mm)
ISBN-13: 9780415599641
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