| Acknowledgement | 第1-5页 |
| 内容摘要 | 第5-7页 |
| ABSTRACT | 第7-11页 |
| Introduction | 第11-17页 |
| 1. Brand Origin and Definition | 第11-15页 |
| 2. The Purpose of Studying Global Brand Management | 第15-17页 |
| Chapter I. Literature review | 第17-22页 |
| ·The Importance of A Brand | 第18-19页 |
| ·The Background of Brand Globalization | 第19-22页 |
| Chapter II. Managing Components of a Global Brand | 第22-29页 |
| ·Four Strategies for Choosing Brand Names | 第22-23页 |
| ·The Steps of Building a Strong Brand | 第23-24页 |
| ·Managing Components of a Global Brand | 第24-26页 |
| ·Country of Origin as Brand Element | 第26页 |
| ·A Brief Analysis of Two Successful Global Brand Names | 第26-28页 |
| ·Managing Global Brands in Coordination with Product Strategies | 第28-29页 |
| Chapter III. The relation between Product and Brand | 第29-37页 |
| ·The Product Life Cycle | 第29-30页 |
| ·Product Identification | 第30-33页 |
| ·Perspectives on Product and Brand Positioning | 第33-35页 |
| ·Building Brand Loyalty and Brand Equity | 第35-37页 |
| Chapter Ⅳ. Managing Global Brands in Coordination with Communication Strategies | 第37-53页 |
| ·Integrated Marketing | 第37-39页 |
| ·Marketing Communication Mix | 第39-40页 |
| ·Managing Global Brands in Coordination with Communication Mix | 第40-42页 |
| ·To Promote Brands through Managing Advertising | 第42-53页 |
| Chapter V. Managing Global Brand in Diversity of Cultures | 第53-68页 |
| ·Definitions and Dimensions of Culture | 第53-55页 |
| ·Communicating Across Cultures | 第55-61页 |
| ·Managing Cross-Cultural Communication Effectively | 第61-63页 |
| ·Going Global and Acting Local | 第63-68页 |
| Chapter VI. Protecting Brand | 第68-71页 |
| ·Patents | 第68页 |
| ·Registration of Industrial Designs | 第68-69页 |
| ·Trademark Registration | 第69-71页 |
| Conclusions | 第71-73页 |
| Bibliography | 第73-75页 |
