Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets

By Sicco Van Gelder

""For all those involved in global brand management, the local management of a global brand, or the management of a local brand faced with foreign competition, Global Brand Strategy provides not only... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0749440236
• ISBN13: 9780749440237
• Release Date: October 2003
• Publisher: Kogan Page Business Books
• Length: 272 Pages
• Weight: 1.25 lbs.
• Dimensions: 9.7" x 1.0" x 6.1"

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Insightful!

Sicco Van Gelder has written the definitive textbook on analyzing global branding strategy. Packed with examples, in-depth case studies and hypothetical branding projects, this book will prove useful to companies entering global markets or launching global brands. From the stunning worldwide success of the Sony Walkman to the dismal global failure of New Coke, Van Gelder scrutinizes the factors that shape a global brand. He issues a timely reminder that local cultures and consumers differ, and that branding must account for local differences in multiple markets. Note that this is a textbook, not a manual. The author explains his "global brand proposition model" in minute detail, which can get a little dense and repetitive at times. While the final chapters contain several useful illustrations of the analytical model in action, this is not a how-to book. Nevertheless, we believe this thoughtful tome deserves a spot on the reference shelf of brand specialists and marketers, as well as the executives of any company that operates in more than one country.

A hands-on advisory guide

Sicco van Gelder is the expert who runs Brand Meta, a Netherlands-based global branding consultancy. In Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures & Markets, Gelder draws upon his many years of experience and expertise to write an authoritative and "user friendly" business guide to creating brand expression, develop marketing strategies and implementations in a global market. Especially recommended reading for business managers seeking to master an international legacy of name recognition, individual chapters deftly cover the importance of brand reputation, affinity, name recognition, the unique roadblocks to making a local brand global, and so much more in this hands-on advisory guide written directly from experience and a proven record of corporate success.