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Product Description
—Journal of Product and Brand Management, 2005
"Both an eye-opener and a valuable source of competent advice."
Book Description
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"Both an eye-opener and a valuable source of competent advice."
Book Description
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.
--This text refers to the Paperback edition.
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