Pick a brand marketed in more than one country. Assess the extent to which the brand is
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Pick a brand marketed in more than one country. Assess the extent to which the brand is marketed on a standardized versus customized basis. (Note: An excellent resource to identify global brands is the annual global brand survey from Interbrand, accessed via www
.interbrand.com).
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Related Book For 
Strategic Brand Management Building Measuring And Managing Brand Equity
ISBN: 9780135641378
5th Edition
Authors: Kevin Lane Keller , Vanitha Swaminathan
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