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Notas: Consumers look to global brands as symbols of cultural ideals. They use brands to create an imagined global identity that they share with like-minded people. Transnational companies therefore compete not only to offer the highest value products but also to deliver cultural myths with global appealRegistros relacionados: En: Harvard business review. - Boston. - nº 9, September 2004 ; p. 68-75Materia / lugar / evento: Marcas Globalización de la economía Mercados Imagen de marca Marketing internacional Multinacionales Otros autores: Quelch, John A.
Taylor, Earl L.
Títulos secundários: Título: Harvard business review
Outras classificações: 922.112.1

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How global brands compete