Click the Study Aids tab at the bottom of the book to access your Study Aids (usually practice quizzes and flash cards).
Study Pass is our latest digital product that lets you take notes, highlight important sections of the text using different colors, create "tags" or labels to filter your notes and highlights, and print so you can study offline. Study Pass also includes interactive study aids, such as flash cards and quizzes.
Highlighting and Taking Notes:
If you've purchased the All Access Pass or Study Pass, in the online reader, click and drag your mouse to highlight text. When you do a small button appears – simply click on it! From there, you can select a highlight color, add notes, add tags, or any combination.
If you've purchased the All Access Pass, you can print each chapter by clicking on the Downloads tab. If you have Study Pass, click on the print icon within Study View to print out your notes and highlighted sections.
To search, use the text box at the bottom of the book. Click a search result to be taken to that chapter or section of the book (note you may need to scroll down to get to the result).
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7.6 Points to Remember
- As companies expand globally, a brand like Coke or Nike can be the greatest asset a firm has, but it can also quickly lose its power if it comes to signify something different in every market.
- Successfully leveraging a brand’s power globally requires that marketers consider aggregation, adaptation, and arbitrage strategies all at the same time.
- Multinational companies typically operate with one of three brand structures: a corporate-dominant, a product-dominant, or a hybrid structure.
- A company’s international brand structure is shaped by three sets of factors: firm-based characteristics, product-market characteristics, and underlying market dynamics.
- An effective global brand structure reflects parsimony, consistency, and connectivity.
- Companies must also think about how to globally manage and monitor key strategic brands to ensure that they build and retain their integrity, visibility, and value.
- A strong corporate branding strategy can add significant value in terms of helping the entire corporation and the management team with implementing its long-term vision, creating unique positions in the marketplace for the company and its brands, and signaling a commitment to a broader set of stakeholder issues.
- The number 1 global brand on Interbrand’s 2009 list is Coca-Cola, which has topped the list for more than 20 years. Next on the list are IBM, Microsoft, GE, and Nokia. McDonald’s, Google, Toyota, Intel, and Disney round out the top 10.