Prof. Dr. Dieter Herbst, University of Arts Berlin, Institute of Electronic Business
international marketing, international brand strategies, brand development
In the lecture "Corporate Communication" dealt with strategic decision-making processes within the development of corporate identity, corprate design, brand development and communication strategies.
The below term paper addresses the issue of how to act with brands in international business. The question of global or local brand strategies is examined as well as the consideration of local and accordingly national specifics as well as the accurate and careful use of colors or the specifics in the brand naming process.
Term paper (120 kB, Pdf)
Lecture notes (1,7 MB, Pdf)