Branding, Positioning and Segmentation
How to Create a Successful Global Brand
Video lectureMembers only — sign-in coming soon
Audio version — members only
The full video lecture and audio version for this course are available to logged-in members. Member sign-in is coming soon.
This lecture offers the blueprint to building a sustainable international brand. The implications of global competition are presented along with three models for Global Branding, namely Export, “Glocal” and Transnational brands. Finally, specific advice is offered on how to achieve this goal, which includes embracing global standards and investing in branding and marketing.
SLAThis course was originally part of the Sheth Leadership Academy video library — now preserved and made freely available here.
