Centro de Documentación de Fundación MAPFRE

MAP20071505740

How global brands compete / Douglas B. Holt, John A. Quelch, Earl L. Taylor

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 appeal

En: Harvard business review. - Boston. - nº 9, September 2004 ; p. 68-75

1. Marcas . 2. Globalización de la economía . 3. Mercados . 4. Imagen de marca . 5. Marketing internacional . 6. Multinacionales . I. Quelch, John A. . II. Taylor, Earl L. . III. Título. IV. Título: Harvard business review.