Summary:
The book provides a comprehensive framework for companies looking to expand their brands internationally, discussing strategies for overcoming cultural differences, navigating market dynamics, and leveraging brand equity across borders. It offers practical insights and case studies on how to adapt marketing strategies, manage brand portfolios, and maintain brand consistency while catering to diverse global audiences.
Key points:
1. Global Brand Positioning: Create a consistent brand image worldwide that stands out and adapts to different cultures without losing its main message.
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