Global brand alignment: Finding and guarding 'the force'
Branding, done right, can bolster the bottom-line and even turn a floundering company's fortunes around. Running a good brand campaign can, however, be tricky - especially when it involves connecting with audiences all around the world. Sharing their experiences with localising world renowned n...
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2011
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| Online Access: | https://ink.library.smu.edu.sg/ksmu/302 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1301&context=ksmu |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | Branding, done right, can bolster the bottom-line and even turn a floundering company's fortunes around. Running a good brand campaign can, however, be tricky - especially when it involves connecting with audiences all around the world. Sharing their experiences with localising world renowned names, industry practitioners at the Brand Finance Singapore Forum 2011 treaded the tight rope between strong brand guardianship and adaptability. |
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