Global Brands

Know about the book -

Global Brands is written by Teresa da Silva Lopes and published by Cambridge University Press. It's available with International Standard Book Number or ISBN identification 1107669731 (ISBN 10) and 9781107669734 (ISBN 13).

Brands help explain why, in a world focused on science and new technology, several of the world's multinational corporations have little to do with either. Rather they are old firms with little critical investment in patents or copyrights. For these firms, the critical intellectual property is trademarks. Global Brands explains how the world's largest multinationals in alcoholic beverages achieved global leadership; the predominant corporate governance structures for firms' marketing-based industries; and why these firms form alliances with direct competitors.