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Building and Managing International Brands

Building and Managing International Brands. Dr. Bikramjit Rishi brishi@imt.edu. Why it is hard to build brands?. Concept of Brand Identity. The Kapferer Model. Brand Prism. Managing Brands. picture of sender. Personality. Physique. Culture. internal. Relationship. external.

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Kapferer model - PowerPoint PPT Presentation

Building and Managing International Brands