Brand identity management in the context of global brands

A brand is a complex entity, and brand perception is the result of multiple interactions. The authors identify requirements for successfully managing and developing the assets of a global brand.

Brand identity management in the context of global brands

The contribution of qualitative research

Caroline Ollivier–Lamarque Icone FranceIsabelle Herbert Danone Group andMarc Carpentier Quadrature Marketing

INTRODUCTION

It may be more instructive, and...