Global Branding: Achieving Consistent Brand Identity & Messaging
This 25-page document focuses on the latest thinking of several pharmaceutical and consumer product companies on the most effective methods of governing consistent brand identities. The study covers different approaches to governing brand identity, inconsistencies in governance, the pros and cons of two governance approaches, trends in governing the brand and models to optimize brand identity. This research originated with the Best Practices, LLC Business Excellence Board.
Sales and Marketing > Marketing Management > Deploying Marketing Programs > Brand Management
Industries Profiled:
Computer Hardware; Computer Software; Pharmaceutical; Biotech; Financial Services; Chemical; Telecommunications; Consumer Products; Diagnostic; Automobile; Manufacturing; Health Care; Insurance
Companies Profiled:
AMD; Sanofi-aventis; BASF India Ltd; Standard & Poor's; Solvay Canada; Abbott Laboratories; Call to Call; Bayer; IVAX; Ford Motor Company; Oticon Inc; Bristol-Myers Squibb; Sayap Mas Utama Co. Ltd; Janssen; Novo Nordisk; Cingular Wireless; Pfizer Consumer Healthcare; Johnson & Johnson; Genzyme; Kodak; Millenium; Merck; Pfizer; Roche; SCT; Verizon Information Services; Wyeth
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Sales and Marketing > Marketing Management > Deploying Marketing Programs > Brand Management
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