TRANSLATING A BRAND IMAGE ABROAD

摘要

By and large, American products are more expensive in countries around the world. So why are people willing to pay more? That was the lead-in question posed in "Developing Your Retail Image Abroad" at SPECS/98. According to-speakers Kenneth E. Nisch, chairman, JGA, Southfield, Mich., and Ron Har-wood, president of Illuminating Concepts, Farmington Hills, Mich., the answer lies in effective branding strategies and execution. Translating a retail brand image abroad was the focus of their presentation.