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Global Brand Management: Best Practices and Learnings from Efforts to Build the Business "Over There"
Abstract
This technical note discusses learnings from organizations facing the challenges of managing brands across global geography. It talks about best practices for balancing the competing needs for local relevance and global consistency and scales.
Type
Case
Author(s)
Julie Hennessy, Eric Leininger, Evan Meagher
Date Published
10/25/2012
Citations
Hennessy, Julie, Eric Leininger, and Evan Meagher. Global Brand Management: Best Practices and Learnings from Efforts to Build the Business "Over There". Case 7-411-750 (KEL696).
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