Institutional glocal branding strategies with a special focus on : emerging markets.

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 internationalisat...

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Bibliographic Details
Main Author: Meghna Pant.
Other Authors: Gopalkrishnan, Vivekanand
Format: Theses and Dissertations
Published: 2008
Subjects:
Online Access:http://hdl.handle.net/10356/7564
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Institution: Nanyang Technological University
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