| Journal Call no. | HD62.15.B477 |
|---|---|
| Article Title | Building global brands. |
| Is Part Of | Best practice management ; no.32, Feb 1999, p.25-28, illus. |
| Abstract | In an increasingly competitive market place, more and more companies are turning their attention to creating global brands. How are consumers driving this change? And, how are successful global brands built? These are some of the questions answered by Philip Leung, whose forward thinking helped position Compaq as leader of the China computer market; and Professor John Quelch, Dean of London Business School and leading expert on brand strategy. |