Brand Global, Adapt Local: How to Build Brand Value Across Cultures - Softcover

Melchior Ray, Katherine; Kelly, Nataly

Softcover

ISBN 10: 139861971X ISBN 13: 9781398619715

Publisher: Kogan Page, 2025

Synopsis

Building global brands provides companies with access to new markets, new opportunities and new ideas that can stimulate innovation and diversify revenue streams. However, with new opportunities comes additional challenges that marketers need to navigate in order to build an international brand.

If a brand wants to thrive in an international market, it needs to understand the different consumers and the nuances of the cultures in which they live. The best brands in the world do this by remaining relentlessly curious about their customers and their markets, immersing themselves in the culture and embracing new and different ways of seeing, understanding and being. Learn how to develop this global mindset and how to build this into your marketing strategy from some of the world's leading global brands such as Nike, LVMH, Nestlé, Shiseido, Natura and Marriott. This book explores the challenges these brands faced across international markets and how they balance remaining true to their brand values with creating local resonance.

Covering everything from how applying cultural understanding to interpreting data delivers exceptional consumer insight to how you can localize campaigns without losing the core brand identity, this book delivers all you need to know about scaling a brand globally packed full of powerful insight from leading marketers.

About this title

About the Authors

Katherine Melchior Ray lectures on international marketing and leadership at UC Berkeley, Haas School of Business. With twenty-five-years spent building the world's best consumer branding across continents, she brings expertise from her time as a senior executive at Nike, Nordstrom, Louis Vuitton, Gucci, Hyatt, Shiseido and Babbel. She has guest lectured at Stanford, Wharton, Brown and Portland State University.

She has been interviewed and featured on CBS 60 Minutes, CNN, The New York Times, The Wall Street Journal, and numerous media internationally. She also has been profiled in The Wall Street Journal in an article entitled, "Hyatt Executive Has a Spare Evening Gown in Her Bag," and was voted one of the "Most Compelling Women in the Travel Industry" by Premier Traveler magazine. She can be heard on various podcasts and blogs related to global marketing and leadership, culture and diversity, women's empowerment, and the future of work.

Nataly Kelly is Chief Marketing Officer at Zappi, based in Boston, MA. Previously she served at HubSpot as Vice President of Marketing, Vice President of International Operations and Strategy, and Vice President of Localization. Kelly also served as Chief Growth Officer and Vice President of Marketing for two other software start-ups in the MarTech space, and previously held the role of Chief Research Officer for CSA Research, where she oversaw the company's subscription-based market research practice.

She is a seasoned business leader, international business expert, and longtime Harvard Business Review contributor on topics of global business and international marketing. Her expertise has been featured in The Wall Street Journal, Forbes, National Public Radio, and many other major media outlets.Kelly has served as an Adjunct Professor in the M.A. program in localization management at the Middlebury Institute of International Studies in Monterey, California. She was named a Remote Work Influencer in January 2022 by Remote, a Top 25 Content Marketers in Enterprise Software and Women Worth Watching in 2015, and Marketing Executive of the Year by Best in Biz, a 40 under 40 by Direct Marketing News, and a Stevies Women in Business in 2014.

Board Director, Global Brand and Business leader, former SVP at Sony Interactive Entertainment and Global VP at Nike

Edition details

• Publisher: Kogan Page
• Publication date: 2025
• Language: English
• ISBN 10: 139861971X
• ISBN 13: 9781398619715
• Binding: Paperback
• Edition number: 1
• Number of pages: 296