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Brand Global, Adapt Local: How to Build Brand Value Across Cultures by Katherine Melchior Ray, Nataly Kelly, Andrea Perez — Free eBook

• Page: 296
• Format: pdf / epub / kindle
• ISBN: 9781398619715
• Publisher: Kogan Page, Ltd.

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Overview Building global brands provides companies with access to new markets, new opportunities and new ideas that can stimulate innovation and diversify revenue streams. However, with new opportunities comes additional challenges that marketers need to navigate in order to build an international brand.

If a brand wants to thrive in an international market, it needs to understand the different consumers and the nuances of the cultures in which they live. The best brands in the world do this...