Global Brand Strategy: Unlocking Branding Potential Across Countries Cultures and Markets: Unlocking Brand Potential Across Countries, Cultures and Markets [Hardcover]

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 )

"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 Paperback edition.

"A triumph..the definitive work on the subject. Should be obligatory reading for academics and practitioners alike." --This text refers to the Paperback edition.

"His analyses are accurate and enlightening, explained in a clear concise fashion without being unduly simplified for advanced marketers." --This text refers to the Paperback edition.

Global Brand Strategy aims 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 and this book provides a framework to be used comparatively across markets.

This text aims 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 and this book provides a framework to be used comparatively across markets to reveal how to extend the brand and realize its true value. Topics include: the brand environment; the brand expression; the brand domain; the brand reputation; the brand affinity; the brand recognition; local brand management; harmonizing a global brand; extending a global brand; and creating a new global brand.Containing analytical models, real-life examples and global case studies, the book should provide fresh insights for managers and students alike into how to ensure the success of extending a brand globally.

Global Brand Strategy
Unlocking Branding Potential Across Countries, Cultures & Markets
Sicco van Gelder

"Sicco van Gelder’s book is a triumph – truly a ‘bible’ for anyone in the business
of creating or managing international brands."
Simon Anholt, Chairman, Earthspeak and author of Brand New Justice

REAR COVER:

"For all those working in global business, this book is essential reading
and provides fresh analysis of difficult concepts."

The Weekly Telegraph

"A must-read for all senior managers, whatever their function or professed knowledge.
Worth it for his model alone, it will certainly be on my bookshelf."

Ian Ryder, Vice-President, Brand & Communications, Unisys EMEIA

"Based on his first-hand experience and in-depth examples, Sicco van Gelder’s accurate
and enlightening analyses are explained in a clear, concise fashion
without being unduly simplified for advanced marketers."

Jack Yan, CEO, Jack Yan & Associates

"The author’s international experience and understanding of different
cultures help to make this an impressive read."

Marketing

"Every global marketing manager and senior executive will want this book as a reference. Van Gelder has given us a complete and comprehensive review of global branding."

Greg Kitzmiller, Lecturer in Marketing, Indiana University Kelly School of Business

"Sicco van Gelder does a very good job of providing a framework to understand global branding for practising managers and students, filling it with a rich array of examples."

John H Roberts, Professor of Marketing, Australian Graduate School of Management
and London Business School

Going global with a brand is one of the key issues facing brand managers today. In Global Brand Strategy Sicco van Gelder tackles this issue head-on, showing how both global and local brand management need to agree a common basis for their brand strategy and planning. He has created a unique framework – the Global Brand Proposition Model – which enables managers to analyse their brand’s sensitivity and vulnerability to specific internal and external influences across a multitude of diverse markets and societies. The model, which combines the strategic planning cycle with the brand environment, provides a powerful and practical tool that can be applied both globally and locally. Filled with real-life global examples and case studies, this book is relevant for all those involved in global brand management, the local management of a global brand, or the management of a local brand faced with foreign competition.

Sicco van Gelder runs a Netherlands-based global branding consultancy called Brand Meta. He is also a co-founder of Placebrands, a firm dedicated to helping cities, regions and countries define their purpose and achieve their full potential. --This text refers to the Paperback edition.

Sicco van Gelder is the founder of Brand Meta, a consultancy specializing in global brand strategy. The company is based on his deeply held belief that brands play a key role in creating value for organizations and their various stakeholders. He has previously held senior international research and consultancy positions with several large agencies in Asia and Europe. Having lived, worked and travelled across four continents, his exposure to their great diversity has helped Sicco to develop his understanding of and sensitivity to differing cultural, motivational, economic, social and competitive issues. Sicco's past and present clients include ABN AMRO Bank, Braun, Brita, De Beers, DuPont, Iams Pet Food, ING Bank, the International Student Travel Confederation, Johnson & Johnson, Hallmark Cards, Heineken, KPN Telecom, Mexx, Philips, Randstad, SCA and Sony Music. He has conducted projects for clients in North and South America, West and Eastern Europe and Asia-Pacific. His current work consists of advising and assisting his clients in their global and local brand analysis. He works closely with a client's brand teams to conduct internal and external analyses and consult with global and local management. Sicco's role is typically one of providing the analytical framework, facilitating workshops and consultation sessions, and advising on strategic options. Sicco is a member of the Chief Brand Officers Association.