Building a global brand

Discusses four important pillars to building a global brand which create a framework within which global brand building can be managed.

Jan Gooding has enjoyed a successful marketing career during which time she has worked with blue chip corporates such as BT, British Gas, Diageo and Unilever and, most latterly, as the Group Brand Director at Aviva. She shares here best practice advice on building a global brand.

There are few people who would debate the financial value of building a brand. However, it is easier said than done. And both the optimum level of investment, and the most effective activity to focus on, are difficult judgments to make. Brand reputation which builds an emotional connection with consumers is particularly useful...

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