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| Commerce International > Etude de marché sectorielle |
| The Pan-European Brand: Marketing & Branding Products Across Europe |
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€ 955,00 |
Editeur
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Business Insight |
Langue
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Anglais |
Date de publication : |
Juillet 2000 |
Taille du document : |
174 |
Autres informations : |
Description , Table des matières |
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| Présentation de l'étude de marché - Description & Table des matières |
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| The Pan-European Brand: Marketing & Branding Products Across Europe |
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"Brands that continue to thrive-at least in the European youth market-are
the multinationals, particularly those that are using genuinely local marketing."
The Pan-European Brand: Marketing and Branding Products Across Europe
This report provides an overview of the key issues driving the development and
growth of pan-European "superbrands."
It has been written as a strategic tool to assist marketers in understanding the
sociopolitical context in which these brands are emerging, identifying the characteristics
of a successful brand, and developing specific brand-building strategies.
Successful product identification is particularly relevant for the new pan-European
market, with its emerging sense of political, economic, and technological community.
With over 370 million people, more than 20 different languages, and vastly different
cultures, the region presents a challenge for even the most advanced international
marketers.
The Pan-European Brand is based on the Brand Futures Group primary research
and trendscout interviews.
Literally hundreds of brands and products have been tracked and analyzed, using
their unique "Instant Intelligence" Worldwide Trendscout Network facilitating:
• Analysis of hundreds of leading Eurobrands, categorized by product category.
• In-depth evaluation of major players in the European Union, both by country
and by brand leadership.
• Special focus on France, Germany, Italy, the Netherlands, Denmark, Finland,
Norway, Sweden, Spain, and the U.K.
• Case studies include Adidas, Daimler-Chrysler, Heineken, IKEA, L'Oreal,
LVMH, Nokia, Philips, Telefonica and Virgin.
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Chapter 1: Brand Power and Europe Next
Chapter 2: The United States of Europe?
Chapter 3: Components of a Powerful Brand
Chapter 4: The Internet and the Eurobrand
Chapter 5: Prosumers and Brand Strategy
Chapter 6: Challenges in Advertising
Chapter 7: Europlaces as Brands
Chapter 8: Leading Eurobrands and Rising Stars
Chapter 9: Ten in Depth
Chapter 10: Strategies and Predictions
Chapter 11: Appendix
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PPLSEN
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