From the Guest Editors

To be successful in the global market, global brand players must be able to capitalise on the mindset of local customers and the opportunities created by the unique driving forces of each local market. This requires a thorough understanding of brand learning and buying behaviour of local customers a...

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Bibliographic Details
Published in:The journal of brand management 2008-06, Vol.15 (6), p.379-381
Main Authors: Aperia, Tony, Luk, Sherriff T K, Yip, Leslie S C
Format: Article
Language:English
Subjects:
Brand management
Brands
Business and Management
Competitive advantage
Consumers
Cultural differences
Customers
Design
Emerging markets
Global economy
Guest Editorial
Management
Manufacturers
Manufacturing
Marketing
Multinational corporations
OEM
Perceptions
Personality
Strategic management
Citations: Items that this one cites
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Summary:To be successful in the global market, global brand players must be able to capitalise on the mindset of local customers and the opportunities created by the unique driving forces of each local market. This requires a thorough understanding of brand learning and buying behaviour of local customers and of the idiosyncrasies of the business context in different parts of the globe. How to use brands as platforms for business growth is an important strategic concern for many firms, both local and multinational. To do so calls for effective use of brand extension strategies. Developing competence in brand management is not just a major challenge to OEMs but to all firms that would like to compete on brands either for offensive or defensive purposes.
ISSN:1350-231X
1479-1803
DOI:10.1057/bm.2008.26