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

van Gelder, Sicco

ISBN 10: 074944469X / ISBN 13: 9780749444693

Verlag: Kogan Page Business Books, 2005

Item in very good condition! Textbooks may not include supplemental items i.e. CDs, access codes etc. Bestandsnummer des Verkäufers 00075672155

Inhaltsangabe:

"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.

Über die Autorin bzw. den Autor:

Sicco van Gelder is the founder of Brand Meta, a consultancy specializing in global brand strategy. The company is based on his deeply held belief that brands play a key role in creating value for organizations and their various stakeholders. He has previously held senior international research and consultancy positions with several large agencies in Asia and Europe. Having lived, worked and travelled across four continents, his exposure to their great diversity has helped Sicco to develop his understanding of and sensitivity to differing cultural, motivational, economic, social and competitive issues.

Sicco's past and present clients include ABN AMRO Bank, Braun, Brita, De Beers, DuPont, Iams Pet Food, ING Bank, the International Student Travel Confederation, Johnson & Johnson, Hallmark Cards, Heineken, KPN Telecom, Mexx, Philips, Randstad, SCA and Sony Music. He has conducted projects for clients in North and South America, West and Eastern Europe and Asia-Pacific.

His current work consists of advising and assisting his clients in their global and local brand analysis. He works closely with a client's brand teams to conduct internal and external analyses and consult with global and local management. Sicco's role is typically one of providing the analytical framework, facilitating workshops and consultation sessions, and advising on strategic options. Sicco is a member of the Chief Brand Officers Association.

Bibliografische Details

Titel: Global Brand Strategy: Unlocking Brand ...
Verlag: Kogan Page Business Books
Erscheinungsdatum: 2005
Einband: Softcover
Zustand: Good