Institutional glocal branding strategies with a special focus on : emerging markets.
Date of Issue2004
College of Business (Nanyang Business School)
The purpose of this dissertation is to analyse the advantages for companies to use a glocal branding strategy for their well-established institutional brands. The theoretical analysis is based on David Aaker's models of branding and on articles, journals and books covering the internationalisation of brands.
Nanyang Technological University