- Hardcover: 272 pages
- Publisher: Kogan Page (5 Sep 2003)
- Language English
- ISBN-10: 0749440236
- ISBN-13: 978-0749440237
- Product Dimensions: 24.6 x 15.5 x 2.4 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 955,545 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Review
Filled with global examples as diverse as Apple computers, easyJet, IKEA, Loreal and Amnesty International, Global Brand Strategy is a must-read for those who desire to obtain brand consistency across all markets. (In Touch, Nottingham Alumni Business School Magazine )
IET Engineering Management
"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."
--This text refers to the
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Most Helpful Customer Reviews
5 of 5 people found the following review helpful:
5.0 out of 5 stars
Great balance between theory and practice,
By
This review is from: Global Brand Strategy: Unlocking Branding Potential Across Countries Cultures and Markets: Unlocking Brand Potential Across Countries, Cultures and Markets (Hardcover)
As a practitioner transitioning from commerce to a business school environment, I've struggled to find a text on global branding that balances theory with implementational issues. Sicco Van Gelder's book allies a powerful analytical framwork with clear understanding of the barriers to global brand building. Global branding is often a messier business than many texts indicate. There are a multiplicity of factors to consider around both the brands themselves and their consumers. Van Gelder's analysis encourages objective analysis but never strays from practical considerations. Brands, particularly well-established brands, are complex entities that are usually subject to powerfully-held, highly-subjective opinions. Van Gelder's book gets to the core of this tricky issue within a framwork that will be invaluable to both sides of the practitioner / academic fence.
4 of 4 people found the following review helpful:
5.0 out of 5 stars
Thorough, detailed, practical,
By A Customer
This review is from: Global Brand Strategy: Unlocking Branding Potential Across Countries Cultures and Markets: Unlocking Brand Potential Across Countries, Cultures and Markets (Hardcover)
Many branding books are, like the industry they cover, good at sloganising but short on granular detail. This book is the opposite: short on snappy sound-bites, long on the practical challenges of making a brand global. What van Gelder makes clear is that this is not a simple businesss, given the vast cultural differences in different markets.Instead of simplistic solutions, here is a model to help business make explicit the multiple factors that can influence success. This is not the sort of book you can read at one sitting, but for someone who is steward of in international brand reading this will act like running a fine tooth comb through your strategy. Thoroughly researched and meticulously constructed.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
4.8 out of 5 stars (4 customer reviews) 2 of 2 people found the following review helpful:
4.0 out of 5 stars
Insightful!,
By Rolf Dobelli "getAbstract" - Published on Amazon.com
This review is from: Global Brand Strategy: Unlocking Branding Potential Across Countries Cultures and Markets: Unlocking Brand Potential Across Countries, Cultures and Markets (Hardcover)
Sicco Van Gelder has written the definitive textbook on analyzing global branding strategy. Packed with examples, in-depth case studies and hypothetical branding projects, this book will prove useful to companies entering global markets or launching global brands. From the stunning worldwide success of the Sony Walkman to the dismal global failure of New Coke, Van Gelder scrutinizes the factors that shape a global brand. He issues a timely reminder that local cultures and consumers differ, and that branding must account for local differences in multiple markets. Note that this is a textbook, not a manual. The author explains his "global brand proposition model" in minute detail, which can get a little dense and repetitive at times. While the final chapters contain several useful illustrations of the analytical model in action, this is not a how-to book. Nevertheless, we believe this thoughtful tome deserves a spot on the reference shelf of brand specialists and marketers, as well as the executives of any company that operates in more than one country.
5.0 out of 5 stars
A very extensive book on International Marketing,
By J. Ilog - Published on Amazon.com
This review is from: Global Brand Strategy: Unlocking Branding Potential Across Countries, Cultures and Markets: 10 (Paperback)
A 3 part book, covering such topics as:
I. The internal analysis a. The organization b. The brand expression c. Marketing mix and implementation II. The external analysis a. Local conventions b. The brand domain c. The brand reputation d. The brand affinity e. The brand recognition III. Global brand strategy issues a. Taking a brand global b. Harmonizing a global brand c. Extending a global brand d. Creating a new global brand This book really gets into the nuts & bolts of how to sell & market a product, far more than what is covered in a general marketing management course. Well worth reading if you are curious and want to become more knowledgeable about marketing to all of the world's cultures.
5.0 out of 5 stars
Great Seller, Great Product.,
By G. Chapa - Published on Amazon.com
This review is from: Global Brand Strategy: Unlocking Branding Potential Across Countries, Cultures and Markets: 10 (Paperback)
A++++,Fast shipping, product was in the shape it was described in the product quality. I recommend this seller.
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