Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets - Couverture rigide

Van Gelder, Sicco

Couverture rigide

ISBN 10 : 0749440236 ISBN 13 : 9780749440237

Editeur : Kogan Page Ltd, 2003

Synopsis

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.

A propos du livre

À propos de l?auteur

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.

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2003
• Langue: anglais
• ISBN 10: 0749440236
• ISBN 13: 9780749440237
• Reliure: Relié
• Nombre de pages: 272
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible