Site MapHelpFeedbackChapter Objectives
Chapter Objectives
(See related pages)

International and global brands and products

After studying this chapter you should be able to:



  • Evaluate internationalisation strategies using OEM compared to OBM branding
  • Construct a model of the main components of a brand
  • Apply alternative approaches to naming and positioning brands in international markets
  • Appreicate different perspectives of the nature of global brands
  • Consider some key product issues across international markets





    • To learn more about the book this website supports, please visit its Information Center.
    (c)2010 McGraw-Hill Education Europe
    Any use is subject to the Terms of Use and Privacy Notice.
    McGraw-Hill Education Europe is one of the many fine businesses of The McGraw-Hill Companies.


    Clarke and WilsonOnline Learning Center

    Home > Chapter 9 > Chapter Objectives