Global Brand Strategy: Unlocking Branding Potential Across Countries, Cultures and Markets: 10

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9780749444693: Global Brand Strategy: Unlocking Branding Potential Across Countries, Cultures and Markets: 10

"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.

"synopsis" may belong to another edition of this title.

Review:

"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

"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

"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

"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

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

Book Description:

The first book to provide a rigorous framework for analysing a brands potential both locally and globally

Packed with models, techniques, global examples and cases

Author draws on his vast experience of working throughout Europe, Asia & America

Fully supported by the authors website

"About this title" may belong to another edition of this title.

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