Global Branding: Breakthroughs in Research and Practice

Global Branding: Breakthroughs in Research and Practice is a reference publication published by Business Science Reference. The volume gathers international insights into marketing strategies and practical techniques used to establish and sustain recognizable brands worldwide. It examines how organizations develop innovative approaches to connect with customers and stakeholders across global markets.

A central focus of the work is the relationship between culture and marketing. The text explains how analyzing cultural dynamics provides organizations with the empirical data needed to broaden their commercial reach and enhance overall profitability.

Compiled by the Information Resources Management Association, an organization connecting professionals, researchers, and educators across more than 50 countries, this reference supports business executives, marketing managers, and academic researchers.