Global Brand Strategy: World-Wise Marketing in the Age of Branding

ISBN-13: 9781349949939 / Angielski / Twarda / 2017 / 319 str.

Jan-Benedict Steenkamp

Opis

Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally.What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm's market value. Third, they 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 a set of skills and knowledge that sets them apart from the typical corporate marketer. So what's their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed?World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp's book is provocative and timely. Global Brand Strategy speaks to three 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.

Spis treści

Part One: Global Brand Building.- 2. The COMET Framework: How Global Brands Create Value.- 3. Customer Propositions for Global Brands.- 4. Global Marketing Mix Decisions: Global Integration, Not Standardization.- 5. Global Brand Building in the Digital Age.- Part Two: Structures and Processes for Global Brand Building.- 6. Organizational Structures for Global Brands.- 7. Global Brand Management.- 8. Corporate Social Responsibility.- Part Three: Global Brand Performance.- 9. Global Brand Equity.- 10. Global Brands and Shareholder Value.- 11. The Future of Global Brands

O autorze

Jan-Benedict E.M. Steenkamp is the C. Knox Massey Distinguished Professor of Marketing and Marketing Area Chair at the University of North Carolina’s Kenan-Flagler Business School, Executive Director of AiMark, and Fellow at iSIG, Fudan University (Shanghai). Jan-Benedict has received an honorary doctorate and an array of lifetime achievement honors, including from the Royal Netherlands Academy of Sciences and the American Marketing Association. He is rated the most influential marketing scholar in the last decade. He is a valued banding and strategy consultant and his work has been featured in the Harvard Business Review, The Wall Street Journal, The Financial Times, The Economist, The New York Times, and numerous other outlets. 

Blurb

What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they 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 a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed?

World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight 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 executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. The book speaks to three 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.