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Integrating Branding Strategy across Markets: Building International Brand Architecture
Susan P. Douglas, C. Samuel Craig and Edwin J. Nijssen
Journal of International Marketing
Vol. 9, No. 2 (2001), pp. 97-114
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/25048852
Page Count: 18
You can always find the topics here!Topics: Brands, Architecture, Branding, Consumer goods industries, Product lines, International markets, Business structures, Architectural control, Graphic logos, International financial management
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Brands play a critical role in establishing a firm's visibility and position in international markets. Building a coherent international brand architecture is a key component of the firm's overall international marketing strategy, because it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and integrate strategy across markets. The authors examine the way firms have developed international brand architecture and the drivers that shape the architecture. The authors discuss implications for the design and management of the firm's international brand architecture.
Journal of International Marketing © 2001 American Marketing Association