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What is Global Branding and Product Strategies about?

This chapter examines global product and brand decisions. It discusses key concepts such as local, international, and global brands. The chapter covers product design considerations including attributes, classification, packaging, labeling, aesthetics, and warranties. It also defines basic brand concepts such as brand functions and equity. Local and international brands are compared to global brands, which aim to meet global consumer needs across regions. Characteristics that help global brands are also out

Author

Rameen Zafar

Language

EN