Looks at the implications of building brand equity in a marketing rather than balance sheet sense. Uses the case example of Chivas Regal to illustrate how the global brand of a multinational organisation can be developed and whether a “global” advertising campaign can be built. Examines the...

In the context of the IT industry''s phenomenal growth and the era of New Marketing, it is noted that care is being taken by many of the leading IT companies (including those exclusively marketing directly to their customers) to nurture their corporate brand identities. This paper examines...