International Corporate Brand Management Evaluating Standardized Corporate Branding Across Countries
Markus Meierer • 2010 • Gabler Verlag
- Author
- Markus Meierer
- First published
- 2010
- Publisher
- Gabler Verlag
- ISBN
- 9783834924605
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Where it came from
Published by Gabler Verlag in 2010, this academic work by Markus Meierer emerged during a period of intense global interest in the tension between standardized branding and local market adaptation. As multinational corporations sought to balance economies of scale with the nuanced demands of distinct cultural markets, Meierer provided a rigorous examination of the effectiveness of universal brand strategies, drawing on empirical research to quantify how brand perception travels across national borders.
The text serves as a scholarly contribution to the field of international marketing, focusing on the metrics and theoretical frameworks necessary to evaluate cross-national branding campaigns. Designed for researchers and practitioners in strategic management, the book reflects the analytical precision characteristic of the Gabler academic series, aiming to offer actionable insights into whether a singular brand message remains effective in culturally diverse international environments.
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About International Corporate Brand Management Evaluating Standardized Corporate Branding Across Countries
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