Product Description

“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.

Product Details

• Amazon Sales Rank: #45489 in Books
• Published on: 2005-09-03
• Original language: English
• Number of items: 1
• Binding: Paperback
• 260 pages

Marketing
“The author’s international experience and understanding of different cultures help to make this an impressive read.”

Review

“a detailed examination of how globalisation has created – not as has been predicted, a passive consumer base content to support mass-produced brands at a reasonable price – but rather, fragmented markets and increasingly demanding consumers who are not content to take brands at face value but who support brands that assert their local identities and idiosyncrasies.”

education news

“as well as covering the intricacies of preparing for and launching a brand on the international arena, it puts the subject of branding in the wider context of a functioning organization.”

iet engineering management

“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

Simon Anholt, Chairman, Earthspeak, and author of Brand New Justice
"A triumph..the definitive work on the subject. Should be obligatory reading for academics and practitioners alike."

Customer Reviews

Great balance between theory and practice
As a practitioner transitioning from commerce to a business school environment, I've struggled to find a text on global branding that balances theory with implementational issues. Sicco Van Gelder's book allies a powerful analytical framwork with clear understanding of the barriers to global brand building. Global branding is often a messier business than many texts indicate. There are a multiplicity of factors to consider around both the brands themselves and their consumers. Van Gelder's analysis encourages objective analysis but never strays from practical considerations. Brands, particularly well-established brands, are complex entities that are usually subject to powerfully-held, highly-subjective opinions. Van Gelder's book gets to the core of this tricky issue within a framwork that will be invaluable to both sides of the practitioner / academic fence.

Thorough, detailed, practical
Many branding books are, like the industry they cover, good at sloganising but short on granular detail. This book is the opposite: short on snappy sound-bites, long on the practical challenges of making a brand global. What van Gelder makes clear is that this is not a simple businesss, given the vast cultural differences in different markets.

Instead of simplistic solutions, here is a model to help business make explicit the multiple factors that can influence success. This is not the sort of book you can read at one sitting, but for someone who is steward of in international brand reading this will act like running a fine tooth comb through your strategy.

Thoroughly researched and meticulously constructed.