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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.
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 273 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
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 331 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.
Book Synopsis Global Brands by : Teresa da Silva Lopes
Download or read book Global Brands written by Teresa da Silva Lopes and published by Cambridge University Press. This book was released on 2007-09-24 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a world focused on science and new technology, brands help to explain why several of the world's multinational corporations have little to do with either. Rather they are old firms with little critical investment in patents or copyrights. For these firms, the critical intellectual property is trademarks. Global Brands, first published in 2007, explains how the world's largest multinationals in alcoholic beverages achieved global leadership; considers the predominant corporate governance structures for such firms; and looks at why these firms form alliances with direct competitors. Brands also determine the waves of mergers and acquisitions in the beverage industry. Global Brands contrasts with existing studies by providing a new dimension to the literature on the growth of multinationals through the focus on brands, using an institutional and evolutionary approach based on original and published sources about the industry and the firms.
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.
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
Book Synopsis From Chinese Brand Culture to Global Brands by : W. Zhiyan
Download or read book From Chinese Brand Culture to Global Brands written by W. Zhiyan and published by Springer. This book was released on 2013-10-08 with total page 187 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance.
Download or read book Brands written by Celia Lury and published by Routledge. This book was released on 2004-08-12 with total page 350 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brands are everywhere: in the air, on the high-street, in the kitchen, on television and, maybe even on your feet. But what are they? The brand, that point of connection between company and consumer, has become one of the key cultural forces of our time and one of the most important vehicles of globalization. This book offers a detailed and innovative analysis of the brand Illustrated with many examples, the book argues that brands: * mediate the supply and demand of products and services in a global economy * frame the activities of the market by functioning as an interface * communicate interactively, selectively promoting and inhibiting communication between producers and consumers * operate as a public currency while being legally protected as private property in law * introduce sensation, qualities and affect into the quantitative calculations of the market * organize the logics of global flows of products, people, images and events. This book will be essential reading for students of sociology, cultural studies and consumption.
Book Synopsis Corporate Cultures and Global Brands by : Albrecht Rothacher
Download or read book Corporate Cultures and Global Brands written by Albrecht Rothacher and published by World Scientific. This book was released on 2004 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: This interesting book covers the development of 19 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from ownerOCofounderOCorun companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril. Contents: Corporate Identities and Successful Branding; Mars Inc.: More than Candies and Cat Food; The Bitter Sweet Chocolates of Sprngli-Lindt; Kikkoman: Far Travelled Sauces; Who Loves McDonald's ?; For God, America and the Real Thing: The Coke Story; Zubrowka Bison Vodka: The High Is the Limit; Ikea: The SmNland Way Goes Global; The Rise and Fall of the Seibu-Saison Empire; United, the Benetton Way; Nike Just Did It; Nokia: Connecting People through a Disconnected Past; Sony: Made by Morita; Sir Richard Branson's Virgins; Toyota: The Reluctant Multinational; Fiat: The Festa Is Over; Corporate Mergers, Merged Brands in Trouble: DaimlerChrysler and BMW-Rover; The Lego Universe of Building Bricks; The Magic of Disney. Readership: Students, professionals and lay people interested in management and business issues."
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.
Download or read book How They Started written by David Lester and published by Vacation Work Publications. This book was released on 2008 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'How They Started' features 21 insightful accounts of how some of the most successful businesses and best known global brands got started.
Book Synopsis Innovation Factory: China’s Digital Playbook For Global Brands by : Ashley Dudarenok
Download or read book Innovation Factory: China’s Digital Playbook For Global Brands written by Ashley Dudarenok and published by Alarice International Limited. This book was released on 2023-09-20 with total page 78 pages. Available in PDF, EPUB and Kindle. Book excerpt: The criticism of China used to be that it was good at manufacturing but not at innovating. It has now proven those critics wrong. On top of that, some of its companies have developed cutting edge management approaches. We look at what’s behind China’s digital transformation, its unique e-commerce to see what Western brands can learn from China. In this book you’ll learn: How China got to its current stage of digital transformation How Chinese brands optimize e-commerce and digital marketing What highly effective management approaches Chinese companies have used to ramp up profit and turn around failing enterprises Here's what's inside: Chapter 1 What’s Behind China’s Innovation? Chapter 2 A Closer Look at China’s Digital Development I Customer-centric Ecosystems Chapter 3 China’s Tech Giant Transformation II The Future of Retail: What DTC Brands Can Learn from China Chapter 4 Mobile First Chapter 5 The Impact of Social Commerce Chapter 6 Online Merge Offline (OMO) Chapter 7 The Human Touch: Last Mile Delivery, QR Codes and CRM III Innovative Management Models Chapter 8 Management and Leadership Models from China Chapter 9 What China Can Learn From the World Chapter 10 Learning Together "Successful Chinese startups prioritize adaptability, quick production, and deep investment in influencer marketing while overseas brands often opt for a more organic strategy, risking missed growth and copycat challenges." — Tingyi (Jenny) Chen, Co-founder of Walk the Chat “Social new retail, combining social media, e-commerce and offline retail provides seamless consumer experiences and growth opportunities for retailers. As AI progresses, it will further improve the social new retail experience in China.” — Sandrine Zerbib, Founder & Chairwoman of Full Jet & President of Baozun Brand Management
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.
Book Synopsis How They Started: Global Brands by : David Lester
Download or read book How They Started: Global Brands written by David Lester and published by Crimson Publishing. This book was released on 2008-10-30 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: Lots of us have ideas we think would make great businesses. Most of us never do anything with those ideas. But for those that do, a world of opportunity awaits them. This book is about 21 people who acted on their idea, made the first steps to start their business and subsequently went on to turn it into a global brand. From Adidas and Apple to Sony and Swatch, we reveal how some of the world's biggest international businesses got of the ground, and those very first steps taken by their founders. How soon after they started did they venture overseas? Following on from the hugely successful How They Started, this next volume How They Started: Global Brands Edition takes the question one step further and asks 'How do you turn an idea in to a global business?'
Book Synopsis Global Fashion Brands by : Joseph Hancock
Download or read book Global Fashion Brands written by Joseph Hancock and published by Intellect (UK). This book was released on 2014 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fashion branding is a process that needs to be analysed from a style, luxury and historical pop cultural view using critical, ethnographic, individualistic or interpretive methods. Contributors examine the meaning behind branding in the context of contested power relations underpinning the production, marketing and consumption of style and fashion.
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 356 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.
Book Synopsis Global and Local Strategies Regarding Products and Prices. Communication between Global Brands and Global Markets by : Ender Gülcan
Download or read book Global and Local Strategies Regarding Products and Prices. Communication between Global Brands and Global Markets written by Ender Gülcan and published by GRIN Verlag. This book was released on 2017-10-09 with total page 15 pages. Available in PDF, EPUB and Kindle. Book excerpt: Document from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, Northumbria University, language: English, abstract: This paper deals with global and strategies regarding products and prices. The second part is about the analysis of the target market of Haagen Dazs. According to Keegan and Green a product is a “good, service, or idea with both, tangible and intangible attributes that collectively create value for a buyer or user”. The management decision, which product and brand strategies should be followed within the global market, is the indispensably crucial core of international marketing. What is understood as a product covers not only the functional physical object which is sold, but also the packaging and supporting services which together constitute the value brought to and bought by the customer. The globalization led to the product standardization strategy. The standardization strategy aims to market products in multiple markets, which are essentially the same in respect of the product itself and the sales and promotion activities, the advertising activities and the distribution channels.
