Overview

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 language barriers. 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 realize its true value. 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.

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9780749444693

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Reviews

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

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

"""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"

Author Information

Sicco van Gelder is the founder of Brand Meta, a Global Brand Strategy consultancy. Current clients include ING Real Estate, the Government of of Ecuador, and the City of Southampton. He has previously held senior international research and consultancy positions with leading companies in Asia and Europe. His global experience has helped him to develop an understanding of and sensitivity to differing cultural, motivational, economic, social and competitive issues. Sicco is a member of the The Medinge Group.

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