Building global brands [electronic resource] / Laura Ries.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Global branding strategies: Publisher: London : Henry Stewart Talks, 2014Description: 1 online resource (1 streaming video file (25 min.) : color, sound)Subject(s): Brand name products -- Cross-cultural studies | Branding (Marketing) -- Cross-cultural studies | Business planning | Export marketing -- Management | Globalization | International business enterprises -- Management | Strategic planningOnline resources: Click here to access online | Series Animated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: Globalization of businesses -- How narrowing the focus of the company helps to build a global brand -- Focusing the brand -- The importance of having an English brand name -- The need to dominate the local market before going global -- National identities of brands -- The visual hammer.
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Mode of access: World Wide Web.