Free PDF Global Brand Strategy: World-wise Marketing in the Age of Branding
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Global Brand Strategy: World-wise Marketing in the Age of Branding
Free PDF Global Brand Strategy: World-wise Marketing in the Age of Branding
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Review
"Global Brand Strategy" is a must read for all aspiring to understand how to thrive in global markets. It is absolutely chocked full of insight and practical advice on how to build a great multinational company, what to expect from customers and stakeholders around the world, and how to think about, build and grow global brand equity."Mark Durcan, CEO, Micron Technology
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From the Inside Flap
Consider these three facts. First, many businesses generate much of their revenue and most of their growth outside their home market. Second, their brands constitute a massive percentage of their firm's value. Third, their brands are just a keystroke away from customers overseas. The companies that have delivered the biggest increases in brand value over recent years 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 skills and knowledge that sets them apart from the typical marketer. They know that an ill-conceived or poorly organized and executed global brand strategy will destroy rather than build their brand. But how do you ensure that your global brand is dynamic and flexible enough to change at market speed? How can you assure your global brand turns out to be a breadwinner rather than a basket case? International marketing expert Jan-Benedict Steenkamp, a professor at the University of North Carolina Kenan-Flagler Business School, has studied global brands on six continents for more than 25 years. He has distilled their practices into eight new tools that you can start using today. With case studies from around the world, Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value.Provocative and timely, Global Brand Strategy will equip you with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. Global Brand Strategy speaks to four 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.
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Product details
Hardcover: 319 pages
Publisher: Palgrave Macmillan; 1st ed. 2017 edition (January 4, 2017)
Language: English
ISBN-10: 1349949930
ISBN-13: 978-1349949939
Product Dimensions:
6.2 x 1 x 8.5 inches
Shipping Weight: 14.9 ounces (View shipping rates and policies)
Average Customer Review:
5.0 out of 5 stars
2 customer reviews
Amazon Best Sellers Rank:
#110,313 in Books (See Top 100 in Books)
Steenkamp is recognized as a global authority on branding and for the practical insights of is work.This book is timely. The global marketing environment is vastly more complex and dynamic that ever before. Even if a firm chooses to do business in one country, management must sufficiently understand global markets well enough to answer two important questions. How can firms build strong brands in this complexity? How can marketing investments in brands be related to financial and non-financial performance?"Global Brand Strategy" provides a practical framework, techniques, and tools to help managers develop strategies that are sufficiently dynamic and flexible enough to adapt to today's diverse and rapidly-changing markets.Part 1 of the book focuses on global brand building. Managers will appreciate Steenkamp's practical approach. He provides recent examples from around the world to illustrate principles. Tables and figures help explain complex concepts in a way that will help any manager design effective brand-building strategies.Part 2 of the book focuses on structures and processes that are required to implement brand strategies effectively. Readers will especially appreciate the way Steenkamp organizes the writing around his new COMET framework (Customer preference, Organizational benefits, Marketing benefits, Economies of scale, Transnational innovation). The COMET framework comprises five dimensions of value creation that drive effective global brand strategies. The simplicity of the many tables and checklists belies the powerful insights to be gain in applying these tools to make sense of markets and the implications for effective brand strategies.Easily understood and applied in practice, the COMET framework focuses the firm’s attention on the most important issues driving effective global brand strategies, drawing on a rigorous understanding of the most recent developments in marketing science. Whether the reader is a C-suite executive or someone who aspires to make contributions at that level, Global Brand Strategy will provide tools and techniques that will help improve brand strategies and the ability to demonstrate the contributions of marketing investments to firm performance.
Global brands are ubiquitous and an important subject. This is the first book on global brands that combines the academic research, fascinating examples, and a useful framework for managers. Prof Steenkamp has produced what is for now the authoritative work on this subject. Highly recommended to anyone who either manages global brands or competes against them.
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