How vertical brand stretching opens up further income groups
Business in growth markets has become increasingly important for multinational companies over the past decade....
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Shortcut into high-speed markets : The acquisition and revitalization of local brands
Anyone expanding into new markets when building up an international brand is entering a high-speed environment...
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Why geography matters in brand building: Expansion by regions and city clusters
The major growth markets are more like continents than individual countries. Hundreds of languages, regional t...
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Catching the second wave of brand loyalty: Customer loyalty as a special challenge
The dynamics in major growth markets can hardly be surpassed. Many things change at the same time. Internation...
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Good storytelling marketing wins half the battle for young target groups
Most companies are convinced that their brand has fully exploited its potential. But far from it: the brand ca...
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„America First“ puts German brands under pressure
In the past two years, Germany has defended its leading position as the leading country of origin of high-qual...
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#DieselGate – Loss of confidence in Germany, but image recovery in the US and China
The diesel scandal has a considerable impact on German car brands. In Germany, it has led to a significant los...
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Consumers have doubts about Germany’s innovation strength
Germans do not have much confidence in their own country with regard to the industries of the future. Only one...
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„Made in Germany“,defends its leading position
In the past two years, Germany has defended its position as the leading country of origin of high-quality bran...
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Foreign sells: Why the country-of-origin effect is an important brand lever
Colorful advertisements, television ads and tourism: foreign influences in the major growth markets are gettin...
