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BUILDING GLOBAL BRANDS - CASE STUDY UNILEVER ICE CREAM

Tjaša Živko ; Faculty of Economics and Business Maribor, University of Maribor, Slovenia

Puni tekst: engleski, pdf (15 MB) str. 159-171 preuzimanja: 94* citiraj
APA 6th Edition
Živko, T. (2002). BUILDING GLOBAL BRANDS - CASE STUDY UNILEVER ICE CREAM. Ekonomska misao i praksa, 11 (1), 159-171. Preuzeto s https://hrcak.srce.hr/222694
MLA 8th Edition
Živko, Tjaša. "BUILDING GLOBAL BRANDS - CASE STUDY UNILEVER ICE CREAM." Ekonomska misao i praksa, vol. 11, br. 1, 2002, str. 159-171. https://hrcak.srce.hr/222694. Citirano 26.09.2021.
Chicago 17th Edition
Živko, Tjaša. "BUILDING GLOBAL BRANDS - CASE STUDY UNILEVER ICE CREAM." Ekonomska misao i praksa 11, br. 1 (2002): 159-171. https://hrcak.srce.hr/222694
Harvard
Živko, T. (2002). 'BUILDING GLOBAL BRANDS - CASE STUDY UNILEVER ICE CREAM', Ekonomska misao i praksa, 11(1), str. 159-171. Preuzeto s: https://hrcak.srce.hr/222694 (Datum pristupa: 26.09.2021.)
Vancouver
Živko T. BUILDING GLOBAL BRANDS - CASE STUDY UNILEVER ICE CREAM. Ekonomska misao i praksa [Internet]. 2002 [pristupljeno 26.09.2021.];11(1):159-171. Dostupno na: https://hrcak.srce.hr/222694
IEEE
T. Živko, "BUILDING GLOBAL BRANDS - CASE STUDY UNILEVER ICE CREAM", Ekonomska misao i praksa, vol.11, br. 1, str. 159-171, 2002. [Online]. Dostupno na: https://hrcak.srce.hr/222694. [Citirano: 26.09.2021.]

Sažetak
Main trend of globalisation goes towards melting the countries into a global village. This process is followed by an increasing number of global brands. Thereby global companies are looking for means of survival in this highly competitive, turbulent environment. This paper is divided into two parts: the first examines the importance of global brands in era of globalisation; the second part is based on a case study, which takes a close look at creation of global brand in global company Unilever, specifically ice cream products. It shows a possibility, where a new strong roof brand is created, without tenninating already established, strong local brands (this process can be theoretically described as a pillar model).

Ključne riječi
global brand; company; pillar model; brand classification

Hrčak ID: 222694

URI
https://hrcak.srce.hr/222694

Posjeta: 179 *