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International branding [electronic resource] / T.C. Melewar [and] Suraksha Gupta.

By: Melewar, T. C [spk]Contributor(s): Gupta, Suraksha [spk]Material type: FilmFilmSeries: Henry Stewart talksBusiness & management collection. Exporting, international and global marketing management: Publisher: London : Henry Stewart Talks, 2009Description: 1 online resource (1 streaming video file (43 min.) : color, sound)Subject(s): Branding (Marketing) | International business enterprises -- ManagementOnline resources: Click here to access online | Series
Contents:
Contents: Definition of branding -- Ways of branding -- Purposes of branding -- Types of brands -- Brand architecture -- Brand experience -- Product branding -- Corporate branding -- Pragmatic shift -- Current issues and challenges in international branding.
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Animated audio-visual presentation with synchronized narration.

Title from title frames.

Contents: Definition of branding -- Ways of branding -- Purposes of branding -- Types of brands -- Brand architecture -- Brand experience -- Product branding -- Corporate branding -- Pragmatic shift -- Current issues and challenges in international branding.

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Mode of access: World Wide Web.

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