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Chapter Outline
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This chapter covers:

OEM and OBM branding strategies

Brands in an international context

Modelling Brands

  • Brand Positioning
  • Brands and Country of Origin[COO]
  • Country branding
  • Brand name

    • Global brands and the standardisation-localisation debate

    International brand portfolios

    Brand Protection

  • Brand name ownership
  • The role of geographical indications (GI)
  • Licensing brand names
  • Counterfeiting

    • Product planning for international markets

  • Speed to market
  • Product design and variety for international markets
  • Product trends in International markets
  • Product adaptation in retail industries








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