Internationale Markenpolitik

Brand policy is one of the most interesting and simultaneously complex topics in economics. It combines the challenges of strategic planning, the complexity of human behavior, and the small amount of intuition necessary for building and managing a great brand. The work includes, among other things, the definition and fundamentals of the brand, brand policy in an international context, international brand strategies, and the role of global brands in international differentiation, as well as an example of the global brand Post-it.