International Corporate Brand Management

Published in 2010 by Westdeutscher Verlag, International Corporate Brand Management emerged as a scholarly contribution to the field of strategic marketing and organizational identity. Authored by Markus Meierer, the work was developed during a period when the academic study of brand equity had shifted from purely consumer-facing products toward a more holistic view of the corporation as a unified brand entity. It reflects the rigorous analytical approach characteristic of European business schools at the time, focusing on the intersection of communication, management structure, and long-term corporate positioning.

The design and conceptual framework of the book prioritize clarity and systematic methodology, serving as a technical guide for students and professionals grappling with global branding complexities. Meierer designed the text to bridge the gap between theoretical branding models and practical corporate execution, utilizing empirical evidence to demonstrate how firms can maintain consistency across diverse international markets. The work is widely regarded in academic circles as a foundational reference for understanding the challenges of brand architecture and international market integration.