Global Branding: An International Introduction

The practice of increasing a products perceived value to the customer - known as brand management - has grown out of all proportion to its original foundations, leading some to use the term "obsessive branding disorder" in recent years. Most introductions to brand management concentrate on how marketing managers can "do" branding in practise, this much needed textbook brings a more scholarly perspective to proceedings. Ming Lim critically introduces the subject of Global Branding by comparing and contrasting examples from emerging economies as well as the Western world. The textbook is enhanced by taking in perspectives from outside the world of mainstream marketing - with sociological, cultural and political viewpoints addressed comprehensively. This innovative textbook slam dunks in as the most appropriate reading for any class on global branding. It should also form essential reading for a range of class from international marketing, through brand management, international business and critical marketing.