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Essay

DYNAMICS OF INTERNATIONAL BRAND ARCHITECTURE

Essay specific features

 

Issue:

Business

 

Written by:

David W

 

Date added:

September 20, 2013

 

Level:

University

 

Grade:

A

 

No of pages / words:

24 / 6719

 

Was viewed:

7063 times

 

Rating of current essay:

 
Essay content:

This paper looks at the various components of international brand architecture and the different types of architecture found among a sample of large international consumer goods companies. Based on these initial insights, some key issues that need further research are identified. Introduction Branding is a key element of a firm's marketing strategy...
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Strong brands help establish the firm's identity in the market place, and develop a solid customer franchise (Aaker, 1996; Kapferer, 1997; Keller, 1998). Owning the number one or two brand in the product category provides manufacturers with a weapon to counter growing retailer power (Barwise and Robertson, 1992)...
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General issues of this essay:
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