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Title: Institutional glocal branding strategies with a special focus on : emerging markets.
Authors: Meghna Pant.
Keywords: DRNTU::Business::Advertising::Product
Issue Date: 2004
Abstract: The purpose of this dissertation is to analyse the advantages for companies to use a glocal branding strategy for their well-established institutional brands. The theoretical analysis is based on David Aaker's models of branding and on articles, journals and books covering the internationalisation of brands.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Theses

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