Global Brand Strategy

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Global Brand Strategy

Author : Jan-Benedict Steenkamp
Publisher : Springer
ISBN 13 : 1349949949
Total Pages : 319 pages
Book Rating : 4.3/5 (499 download)

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Book Synopsis Global Brand Strategy by : Jan-Benedict Steenkamp

Download or read book Global Brand Strategy written by Jan-Benedict Steenkamp and published by Springer. This book was released on 2017-01-03 with total page 319 pages. Available in PDF, EPUB and Kindle. Book excerpt: Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp’s book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.

Global Brand Power

Author : Barbara E. Kahn
Publisher : University of Pennsylvania Press
ISBN 13 : 1613630255
Total Pages : 133 pages
Book Rating : 4.6/5 (136 download)

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Book Synopsis Global Brand Power by : Barbara E. Kahn

Download or read book Global Brand Power written by Barbara E. Kahn and published by University of Pennsylvania Press. This book was released on 2013-03-05 with total page 133 pages. Available in PDF, EPUB and Kindle. Book excerpt: The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.

Global Brand Strategy

Author : Sicco Van Gelder
Publisher : Kogan Page Publishers
ISBN 13 : 9780749444693
Total Pages : 276 pages
Book Rating : 4.4/5 (446 download)

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Book Synopsis Global Brand Strategy by : Sicco Van Gelder

Download or read book Global Brand Strategy written by Sicco Van Gelder and published by Kogan Page Publishers. This book was released on 2005 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A triumph...the definitive work on the subject. Should be obligatory reading for academics and practitioners alike." Simon Anholt, Chairman, Earthspeak, and author of Brand New Justice "His analyses are accurate and enlightening, explained in a clear concise fashion without being unduly simplified for advanced marketers." Jack Yan, CEO, Jack Yan and Associates "A wonderful piece of work, extremely comprehensive and should provide an invaluable guide for brand management and development." K.N. Tang Emeritus Chairman ACNielsen Asia-Pacific "His contribution to global brand strategy is a considerable one, marrying as he does an in-depth knowledge of how brands work to a keen awareness of cultural particularities." The Journal of Brand Management The purpose of this book is to clarify for brand managers what they must consider when managing their brands across diverse cultures and markets throughout the world. Each brand has its own particular assets and vulnerabilities when it comes to extending across geographic and cultural borders. Brand managers can find themselves faced with a multitude of complex issues, not least the language barrier. Global Brand Strategy is the first book to provide a rigorous analytical framework that can be used comparatively across markets to reveal how to extend the brand and realise its true value. Contents include: *The brand environment *The brand expression *The brand domain * The brand reputation *The brand affinity *The brand recognition *Local brand management *Harmonising a global brand *Extending a global brand *Creating a new global brand. Containing a wealth of analytical models, real-life examples and global case studies, Global Brand Strategy will provide fresh insights for managers and students alike into how to ensure the success of extending a brand globally.

Asian Brand Strategy (Revised and Updated)

Author : M. Roll
Publisher : Springer
ISBN 13 : 113735917X
Total Pages : 339 pages
Book Rating : 4.1/5 (373 download)

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Book Synopsis Asian Brand Strategy (Revised and Updated) by : M. Roll

Download or read book Asian Brand Strategy (Revised and Updated) written by M. Roll and published by Springer. This book was released on 2016-02-11 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second edition of the bestselling Asian Brand Strategy takes a look at how Asian brands continue to gain share-of-voice and share-of-market. Featuring a user-friendly strategic model, new research, and case studies, this book provides a framework for understanding Asian branding strategies and Asian brands.

The Strategy of Global Branding and Brand Equity

Author : Alvin Lee
Publisher : Routledge
ISBN 13 : 1317525221
Total Pages : 264 pages
Book Rating : 4.3/5 (175 download)

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Book Synopsis The Strategy of Global Branding and Brand Equity by : Alvin Lee

Download or read book The Strategy of Global Branding and Brand Equity written by Alvin Lee and published by Routledge. This book was released on 2015-03-02 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand. PBC uses a prospective predicting method which does not have to rely on a brand’s past performance or a customer’s purchase history for prediction. Choice data is gathered in the retail setting – at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.

Global Brand Management

Author : Laurence Minsky
Publisher : Kogan Page Publishers
ISBN 13 : 074948361X
Total Pages : 329 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Global Brand Management by : Laurence Minsky

Download or read book Global Brand Management written by Laurence Minsky and published by Kogan Page Publishers. This book was released on 2019-11-03 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.

International Luxury Brand Strategy

Author : Pierre Xiao Lu
Publisher : Routledge
ISBN 13 : 0429873964
Total Pages : 251 pages
Book Rating : 4.4/5 (298 download)

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Book Synopsis International Luxury Brand Strategy by : Pierre Xiao Lu

Download or read book International Luxury Brand Strategy written by Pierre Xiao Lu and published by Routledge. This book was released on 2021-11-21 with total page 251 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and solutions for how to create and develop a worldwide luxury brand in the twenty-first century. The book gives an overview of how a luxury brand is created through the understanding and application of economic rules and through firms adopting new management models across multiple business dimensions. It also explains the application of theories and models and illustrates specific issues through case studies drawn from international markets such as China and France. The Chinese cases provide unique opportunities and insights into how these new luxury brands were created and how they have benefited from the international market over time. From the international brand management perspective, this book is a useful reference for anyone who wants to learn more about luxury brand management and to better understand how the international market has evolved and how products may change the rules of the game.

The Global Brand CEO

Author : Marc de Swaan Arons
Publisher :
ISBN 13 : 9780615387086
Total Pages : 319 pages
Book Rating : 4.3/5 (87 download)

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Book Synopsis The Global Brand CEO by : Marc de Swaan Arons

Download or read book The Global Brand CEO written by Marc de Swaan Arons and published by . This book was released on 2010-09-16 with total page 319 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today almost every marketer works on or competes against a global brandThink about it; only ten years ago things were very different. The Global Brand CEO is the first book to specifically focus on what it takes to win in global marketing. Building on over 20 years of practical experience, and having worked with the leaders of many of the world's most successful global brands, the authors present a simple framework and practical tools that will help every global marketer unlock the value of global brands and ready their organization for accelerated growth.The insights, vision and approach presented in this book are all practitioner endorsed. Some 45 of the world's most successful CMOs contributed with examples and case studies and the recommendations are backed by the findings of EffectiveBrands' proprietary Leading Global Brands study which includes contributions from over 250 global brands, 2,500 global marketing leaders, and 21,000 global marketers and their colleagues. The book includes case studies from Sony Ericsson, Johnnie Walker, Dove, HSBC, Coca-Cola, OMO, Starbucks, Dulux, Procter and Gamble, VISA, and GSK Consumer Healthcare

Global Marketing Strategy

Author : Bodo B. Schlegelmilch
Publisher : Springer Nature
ISBN 13 : 3030906655
Total Pages : 440 pages
Book Rating : 4.0/5 (39 download)

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Book Synopsis Global Marketing Strategy by : Bodo B. Schlegelmilch

Download or read book Global Marketing Strategy written by Bodo B. Schlegelmilch and published by Springer Nature. This book was released on 2022-02-16 with total page 440 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized master’s programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, and examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures and managing the relationship between national subsidiaries, regional headquarters, and global headquarters, as well as corporate social responsibility challenges and pertinent future trends that are likely to affect global business. A guide to suitable video resources giving additional background to this book can be downloaded by all readers by contacting the author. Instructors can also obtain additional support material for teaching. Please email Bodo Schlegelmilch at WU Vienna, using your institutional email and stating your university affiliation: - More than 400 PowerPoint slides covering the material in each chapter- Open Ended Questions - A comprehensive multiple choice test bank with solutions

Brand Breakout

Author : Nirmalya Kumar
Publisher : Springer
ISBN 13 : 1137276622
Total Pages : 213 pages
Book Rating : 4.1/5 (372 download)

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Book Synopsis Brand Breakout by : Nirmalya Kumar

Download or read book Brand Breakout written by Nirmalya Kumar and published by Springer. This book was released on 2013-06-13 with total page 213 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by the world's leading thinkers on brand strategy, this book looks at what Asian and emerging market brands need to do to succeed in international markets and the challenges they face when competing with western brands.

The Global Brand

Author : Nigel Hollis
Publisher : St. Martin's Press
ISBN 13 : 9780230615410
Total Pages : 272 pages
Book Rating : 4.6/5 (154 download)

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Book Synopsis The Global Brand by : Nigel Hollis

Download or read book The Global Brand written by Nigel Hollis and published by St. Martin's Press. This book was released on 2008-09-30 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing brand strength in a globalized world Rapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. The Global Brand is a thorough investigation of brand strength in the accelerated modern business world. Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment. “In The Global Brand, Nigel Hollis not only corrects some of the misconceptions of the past but offers a glimpse of the future that is both perceptive and grounded in good business sense. Those who take the time to properly digest this book will save their companies a lot of money.” —Sir Martin Sorrell, Chief Executive Officer, WPP

Global Marketing

Author : Ilan Alon
Publisher : Routledge
ISBN 13 : 0429515359
Total Pages : 852 pages
Book Rating : 4.4/5 (295 download)

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Book Synopsis Global Marketing by : Ilan Alon

Download or read book Global Marketing written by Ilan Alon and published by Routledge. This book was released on 2020-08-19 with total page 852 pages. Available in PDF, EPUB and Kindle. Book excerpt: Global Marketing, 3rd edition, provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically and apply tools and techniques creatively in order to respond decisively within a fiercely competitive environment. Alon et al. provide students with everything they need to rise to the challenge: Coverage of small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred; A shift toward greater consideration of services marketing as more companies move away from manufacturing; A shift from developed markets to emerging markets with more dynamic environments; A focus on emerging markets to equip students with the skills necessary to take advantage of the opportunities that these rapidly growing regions present; Chapters on social media, innovation, and technology teaching students how to incorporate these new tools into their marketing strategy; New material on sustainability, ethics, and corporate social responsibility—key values for any modern business; Short and long cases and examples throughout the text show students how these principles and techniques are applied in the real world. Covering key topics not found in competing books, Global Marketing will equip today’s students with the knowledge and confidence they need to become leading marketing managers. A companion website features an instructor’s manual with test questions, as well as additional exercises and examples for in-class use.

Branding Across Borders

Author : James R. Gregory
Publisher : McGraw Hill Professional
ISBN 13 : 9780658009457
Total Pages : 264 pages
Book Rating : 4.0/5 (94 download)

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Book Synopsis Branding Across Borders by : James R. Gregory

Download or read book Branding Across Borders written by James R. Gregory and published by McGraw Hill Professional. This book was released on 2002 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: This title addresses how companies can effectively extend and manage their brand and their brand's value - the brand being the name, term, symbol, design or combination therof that identifies a good or service and differentiates it in the marketplace - within the global marketplace. A key issue in global branding is overcoming cultural and language differences in the establishment and execution of a branding message in different world markets. This challenge permeates all aspects of branding globally and impacts selecting which products/services to offer in particular markets, the methods of communicating about the brand, finding employees/contractors to handle the brand's management in different markets, and measuring the effectiveness of the branding efforts.

Global Marketing

Author : Kate Gillespie
Publisher : Routledge
ISBN 13 : 100043866X
Total Pages : 518 pages
Book Rating : 4.0/5 (4 download)

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Book Synopsis Global Marketing by : Kate Gillespie

Download or read book Global Marketing written by Kate Gillespie and published by Routledge. This book was released on 2021-09-30 with total page 518 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic, comprehensive, and concise, the fifth edition of this popular textbook introduces students to the important concepts of global marketing today, and their managerial implications. Increasingly, marketing activities must be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Global Marketing takes a strategic approach, recognizing the need to address both the forces of globalization and those of localization. Key updates include: Extensive real-life examples and cases from developed and emerging markets, including Africa, Latin America, and the Middle East; New topics such as digital distribution options, the participation of customers, and the rise of social media, including Twitter, Facebook, and TikTok; Updated exploration of often overlooked topics, such as China’s state-owned enterprises, the importance of diasporas as target markets, the threat of transnational criminal organizations to legitimate marketers, and new tensions among trading partners; A stronger recognition of the need for a growth mindset, value orientation, and innovation. Written in a student-friendly style, this fully updated new edition continues to be the textbook of choice for students of global marketing.

Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works

Author : Pam Didner
Publisher : McGraw Hill Professional
ISBN 13 : 0071840982
Total Pages : 224 pages
Book Rating : 4.0/5 (718 download)

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Book Synopsis Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works by : Pam Didner

Download or read book Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works written by Pam Didner and published by McGraw Hill Professional. This book was released on 2014-12-19 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Engage Customers Around the World with Cross-Regional Content Marketing Technology has virtually erased national borders, forever transforming the way we reach and engage customers, as well as the way we search for and consume content. Global Content Marketing takes you step-by-step through the process of creating and refining your strategies to meet this new reality. LEARN HOW TO: Create content that engages people--regardless of their country and culture Identify key actions and strategies to apply to your projects Connect "dots" that others don't see and connect them in ways you never thought of before "Content marketing across geographies is a diff erent animal. In this smart, practical, and authoritative book, Pam Didner has tamed this animal for all of us." -- DOUG KESSLER, Creative Director, Velocity "A valuable guide to developing and distributing your global content effectively." -- NANCY BHAGAT, former VP, Global Marketing Strategy, Intel, and current Divisional CMO, TE Connectivity "This book is the blueprint for engineering a modern scalable content marketing operation." -- PAWAN DESHPANDE, CEO, Curata “Finally the book that explores all critical aspects of global content marketing! Whether you are a small business or a Fortune 500 company, it is essential to understand the 4P’s developed by Pam Didner. Read it and take your content strategy to the whole new level." -- EKATERINA WALTER, author of Think Like Zuck and coauthor of The Power of Visual Storytelling

Asian Brand Strategy

Author : M. Roll
Publisher : Springer
ISBN 13 : 0230513069
Total Pages : 254 pages
Book Rating : 4.2/5 (35 download)

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Book Synopsis Asian Brand Strategy by : M. Roll

Download or read book Asian Brand Strategy written by M. Roll and published by Springer. This book was released on 2005-10-17 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers insights, knowledge and perspectives on Asian brands and branding as a strategic tool and provides a comprehensive framework for understanding Asian branding strategies and Asian brands, including success stories and challenges for future growth and strengths. The book includes theoretical frameworks and models and up-to-date case studies on Asian brands

Strategic Brand Management and Development

Author : Sotiris T. Lalaounis
Publisher : Routledge
ISBN 13 : 1000298183
Total Pages : 382 pages
Book Rating : 4.0/5 (2 download)

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Book Synopsis Strategic Brand Management and Development by : Sotiris T. Lalaounis

Download or read book Strategic Brand Management and Development written by Sotiris T. Lalaounis and published by Routledge. This book was released on 2020-12-30 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.