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Table of contents

CONTENTS
Page No
1.

2. Executive Summary

The Evolution 2

3
-Global Brands and Globalization
3
3. Why Branding? 9
-Brand : Meaning 10
-Brand Equity 12
-Aspects of a Good Brand 13
- What makes brands great? 14
- What makes brand leaders lose their way
17
4. Why go global? 19
- Going global: the risks 20
- What principles govern and guide global brands? 21
- Global branding versus local marketing 23

5. Strategic Planning Cycles for Brands 26

6. The Brand Environment 30
- Factors that influence the brand 31

7. The Global Brand Proposition Model 32
-The internal analysis 32
-The external analysis 34
-Using the Model- a Road map 34

8. Top Global Brands 38

9. Global Branding- The future 40
-Global Strategy 41

10.

11.

12. -Global Creativity
-Global leadership
-Conclusion

Final Words

References

Appendix 42
43
44

45

46

47

Executive summary

According to the 4th law......

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Approximate Word Count: 12287
Approximate Pages: 50 (250 words per double-spaced page)

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