Culture drives consumption: Why cultural values are important in brand building
The rapid changes of our time lead to conflicts between cultural traditions and new ways of life. Career advan...
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Market-driven positioning: Only the best value proposition guarantees success
Insiders have known it all along: When foreign companies succeed in growth markets, half of the success factor...
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Global, hybrid or local: Four decision factors for the right degree of adaptation to the target market
The successful positioning of a brand is part of the high art of marketing. Based on complex factors, a concep...
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From brand image to purchase activation: 4 stumbling blocks in brand communication
Again and again, brand managers underestimate the simple fact that brands are first and foremost created in th...
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Successful internationalization strategy of brands – It’s all about the right start!
Despite the protectionist demeanor in Washington D.C., German companies have realized record investments abroa...
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Successful brand development in the major emerging markets
Two renowned brand experts have published their Springer Gabler book “Successful brand development in th...
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Every second Trump voter avoids German brands
One year after his inauguration, US President Donald Trump is set to attend the World Economic Forum in Davos....
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Personalized Campaigns: How and why they make all the difference
Faced with a rapidly transitioning media landscape and customers who are more selective in what they read and ...
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Brand Building Steps and Marketing in Key Emerging Markets – Part XII
Acquisition and Revitalization of Local Brands Welcome back to our series on the 25 strategies that will suppo...
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ABB brand transformation earns European Excellence Award
Swiss industrial group ABB received the 2017 European Excellence Award in the category “Communications T...
