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The Management of Global Brands

In: Brand Power

Author

Listed:
  • Camillo Pagano

Abstract

In discussing the management of global brands, I would like to start by dismissing some buzz words, including globalisation, regionalisation, macro-markets and micro-markets. These obscure the real issues by creating a cosy sense of over-simplification. They are part of a search for infallible solutions which — fortunately, in my opinion — do not exist in the ever-changing reality of business.

Suggested Citation

  • Camillo Pagano, 1994. "The Management of Global Brands," Palgrave Macmillan Books, in: Paul Stobart (ed.), Brand Power, chapter 3, pages 53-64, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-12840-2_4
    DOI: 10.1007/978-1-349-12840-2_4
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