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The International Dimension of Branding: Strategic Considerations and Decisions

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 March 1989

2624

Abstract

This article examines the strategic, legal, and research implications of trademark decisions in an international context. The focus of the investigation is on the strengths and limitations of each branding strategy (e.g., brandless product, private brand, multiple brands for a single market and multiple markets etc.). The legal dimension of international branding, a topic usually ignored in the marketing literature in spite of its significance, is also covered.

Keywords

Citation

Onkvisit, S. and Shaw, J.J. (1989), "The International Dimension of Branding: Strategic Considerations and Decisions", International Marketing Review, Vol. 6 No. 3. https://doi.org/10.1108/EUM0000000001512

Publisher

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MCB UP Ltd

Copyright © 1989, MCB UP Limited

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