EDITORIAL SUPPLEMENT
Best Alliance
Practices for Building
a Global Brand
By Markus Saba, and
David S. Thompson, CA-AM
We've all seen it before.
Walking through an international
convention, you see a product booth
split into two-the same brand with
two campaigns, one for each partner.
At another booth, you notice the same
brand also has two different campaigns,
but this time it's one approach for the
US and one for the rest of the world. And
then there's the more extreme case of
the brand that uses multiple names and
logos across the globe!
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SUMMER * 2016 | STRATEGIC ALLIANCE MAGAZINE
Table of Contents for the Digital Edition of Strategic Alliance Magazine Q2 2016