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"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
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."
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First Sentence
Defining a brand is not something that is generally left to chance. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Defining a brand is not something that is generally left to chance. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
5 of 5 people found the following review helpful
Format: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.
5 of 5 people found the following review helpful
Format: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.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
4 reviews
2 of 2 people found the following review helpful
Insightful!
4 Aug 2004
Format: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.
A very extensive book on International Marketing
9 Feb 2012
Format: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.
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.
Great Seller, Great Product.
4 Mar 2010
Format:Paperback|Amazon Verified Purchase
A++++,Fast shipping, product was in the shape it was described in the product quality. I recommend this seller.
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