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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.||URI:||http://hdl.handle.net/10356/7564||Rights:||Nanyang Technological University||Fulltext Permission:||restricted||Fulltext Availability:||With Fulltext|
|Appears in Collections:||NBS Theses|
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