Lecture International marketing: Strategy and theory - Chapter 11: Product strategies: Branding & packaging decisions

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Lecture International marketing: Strategy and theory - Chapter 11: Product strategies: Branding & packaging decisions

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The purpose of this chapter is to acknowledge the strategic significance of branding and packaging and to examine some of the problems commonly faced by MNCs. Among the subjects discussed are brandless products, private brands, manufacturers’ brands, multiple brands, local brands, worldwide brands, brand consolidation, brand protection, and brand characteristics.

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