How Do You Exploit a Brand Globally Without Diluting It?

Steve Parish

Describes how a brand owner (Seagram) uses a tailor-made Internet-based system to control internationally all the visual elements of branding.

How Do You Exploit a Brand Globally Without Diluting It?

Steve Parish TAG Worldwide

The advent of global, deregulated markets and electronic commerce is accelerating the trend towards brand extension. And with this comes a fundamental change in the relative importance of 'man and machine'. 

BRANDS ARE ASSETS

Since the dawn of commerce it has generally been accepted that a company's best assets came in the front door every morning and walked out of it every night. However, today's consumer goods companies are valuing brands rather than human capital. In modern western economies, strong brands translate into market...

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