Articles

Is there really no hope for local brands?

J.-N. KAPFERER

Journal of Brand Management

janvier 2002, vol. 9, n°3, pp.163-171

Départements : Marketing


Examines several arguments for globalization in the light of local brand successes. Reasons behind the priority given by companies to global brands; Factors that affect the market share of local brands; Sources of equity of local brands; Approaches in developing a local brand


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