There is no real agreement on what a global brand is A typical definition would be a "a brand that is marketed under the same name in multiple countries with similar and centrally coordinated marketing strategies" (Czinkota & Ronkainen, 2006)
There is no real agreement on what a global brand is A typical definition would be a "a brand that is marketed under the same name in multiple countries with similar and centrally coordinated marketing strategies" (Czinkota & Ronkainen, 2006)