The Dangers And Opportunities Behind Global Brands
*A study released last month by the Economist's Intelligence Unit reported that, "Cultural differences between countries, the intangible nature of services and
the fragmentation of marketing channels, all exacerbated by acquisition strategies that bring with them disparate brands and company cultures, are all acting to make brand
management more challenging than ever."
These results, based on the responses of 145 executives around the world, reemphasize the importance of brand health to international companies of every size and scope.