TITLE

Moving from global brands to global bands

AUTHOR(S)
Schultz, Don E.
PUB. DATE
July 1995
SOURCE
Marketing News;7/31/95, Vol. 29 Issue 16, p30
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the transition of marketing approach from global branding to global banding. Most business enterprises who considered traditional global market approach have common products and services market globally, sharing the same brand name, logotype and aligned marketing and communication functions and activities. In this connection, global banding is introduced in which consumers shares a cultural band with common behavior towards common products and services, no matter where they live.
ACCESSION #
9508094150

 

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