- Producers: BBC
- Format: NTSC
- Studio: FFH
- ASIN: B002BUTZ8U
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This program discusses current trends toward globalization and their implications for branding. Possible strategies are outlined, along with the following issues to consider when attempting to globalize a brand: how best to organize management structures; ways of tailoring products to local needs while retaining key attributes of the brand; and how communications can be localized in terms of packaging and advertising. The dangers of competing against established local brands are also examined. 1997 production, approx. 20 minutes long.
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