Global Brand Strategy

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Global Brand Strategy

Jan-Benedict Steenkamp
Global Brand Strategy Book PDF

Author : Jan-Benedict Steenkamp
Publisher : Springer
Page : 319 pages
File Size : 47,9 Mb
Release : 2017-01-03
Category : Business & Economics
ISBN : 9781349949946

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Global Brand Strategy by Jan-Benedict Steenkamp Pdf

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

Barbara E. Kahn
Global Brand Power Book PDF

Author : Barbara E. Kahn
Publisher : University of Pennsylvania Press
Page : 133 pages
File Size : 49,8 Mb
Release : 2013-03-05
Category : Business & Economics
ISBN : 9781613630259

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Global Brand Power by Barbara E. Kahn Pdf

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.

The Strategy of Global Branding and Brand Equity

Alvin Lee,Jinchao Yang,Richard Mizerski,Claire Lambert
The Strategy of Global Branding and Brand Equity Book PDF

Author : Alvin Lee,Jinchao Yang,Richard Mizerski,Claire Lambert
Publisher : Routledge
Page : 264 pages
File Size : 53,5 Mb
Release : 2015-03-02
Category : Business & Economics
ISBN : 9781317525226

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The Strategy of Global Branding and Brand Equity by Alvin Lee,Jinchao Yang,Richard Mizerski,Claire Lambert Pdf

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.

Asian Brand Strategy (Revised and Updated)

M. Roll
Asian Brand Strategy Revised and Updated Book PDF

Author : M. Roll
Publisher : Springer
Page : 339 pages
File Size : 51,9 Mb
Release : 2016-02-11
Category : Business & Economics
ISBN : 9781137359179

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Asian Brand Strategy (Revised and Updated) by M. Roll Pdf

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.

Global Brand Strategy

Sicco Van Gelder
Global Brand Strategy Book PDF

Author : Sicco Van Gelder
Publisher : Kogan Page Publishers
Page : 276 pages
File Size : 40,7 Mb
Release : 2005
Category : Business & Economics
ISBN : 074944469X

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Global Brand Strategy by Sicco Van Gelder Pdf

"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.

International Luxury Brand Strategy

Pierre Xiao Lu
International Luxury Brand Strategy Book PDF

Author : Pierre Xiao Lu
Publisher : Routledge
Page : 251 pages
File Size : 49,9 Mb
Release : 2021-11-21
Category : Business & Economics
ISBN : 9780429873966

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International Luxury Brand Strategy by Pierre Xiao Lu Pdf

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.

Global Brand Management

Laurence Minsky,Ilan Geva
Global Brand Management Book PDF

Author : Laurence Minsky,Ilan Geva
Publisher : Kogan Page Publishers
Page : 329 pages
File Size : 52,9 Mb
Release : 2019-11-03
Category : Business & Economics
ISBN : 9780749483616

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Global Brand Management by Laurence Minsky,Ilan Geva Pdf

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.

Global Marketing

Kate Gillespie,K. Scott Swan
Global Marketing Book PDF

Author : Kate Gillespie,K. Scott Swan
Publisher : Routledge
Page : 518 pages
File Size : 49,6 Mb
Release : 2021-09-30
Category : Business & Economics
ISBN : 9781000438666

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Global Marketing by Kate Gillespie,K. Scott Swan Pdf

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 Marketing Strategy

Bodo B. Schlegelmilch
Global Marketing Strategy Book PDF

Author : Bodo B. Schlegelmilch
Publisher : Springer Nature
Page : 440 pages
File Size : 50,9 Mb
Release : 2022-02-16
Category : Business & Economics
ISBN : 9783030906658

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Global Marketing Strategy by Bodo B. Schlegelmilch Pdf

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

Global Marketing

Ilan Alon,Eugene Jaffe,Christiane Prange,Donata Vianelli
Global Marketing Book PDF

Author : Ilan Alon,Eugene Jaffe,Christiane Prange,Donata Vianelli
Publisher : Routledge
Page : 852 pages
File Size : 49,6 Mb
Release : 2020-08-19
Category : Business & Economics
ISBN : 9780429515354

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Global Marketing by Ilan Alon,Eugene Jaffe,Christiane Prange,Donata Vianelli Pdf

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.

Brand Breakout

Nirmalya Kumar,Jan-Benedict E.M Steenkamp
Brand Breakout Book PDF

Author : Nirmalya Kumar,Jan-Benedict E.M Steenkamp
Publisher : Springer
Page : 213 pages
File Size : 49,5 Mb
Release : 2013-06-13
Category : Business & Economics
ISBN : 9781137276629

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Brand Breakout by Nirmalya Kumar,Jan-Benedict E.M Steenkamp Pdf

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.

Asian Brand Strategy

M. Roll
Asian Brand Strategy Book PDF

Author : M. Roll
Publisher : Springer
Page : 254 pages
File Size : 49,9 Mb
Release : 2005-10-17
Category : Business & Economics
ISBN : 9780230513068

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Asian Brand Strategy by M. Roll Pdf

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

The Global Brand

Nigel Hollis
The Global Brand Book PDF

Author : Nigel Hollis
Publisher : St. Martin's Press
Page : 272 pages
File Size : 55,6 Mb
Release : 2008-09-30
Category : Business & Economics
ISBN : 0230615414

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The Global Brand by Nigel Hollis Pdf

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

The Global Brand CEO

Marc de Swaan Arons,Frank van den Driest
The Global Brand CEO Book PDF

Author : Marc de Swaan Arons,Frank van den Driest
Publisher : Unknown
Page : 319 pages
File Size : 43,7 Mb
Release : 2010-09-16
Category : Advertising
ISBN : 061538708X

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The Global Brand CEO by Marc de Swaan Arons,Frank van den Driest Pdf

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

Branding Across Borders

James R. Gregory,Jack G. Wiechmann
Branding Across Borders Book PDF

Author : James R. Gregory,Jack G. Wiechmann
Publisher : McGraw Hill Professional
Page : 264 pages
File Size : 43,8 Mb
Release : 2002
Category : Business & Economics
ISBN : 0658009451

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Branding Across Borders by James R. Gregory,Jack G. Wiechmann Pdf

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.