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Global brand strategy : unlocking brand potential across countries, cultures & markets

Branding across borders: A guide to global brand marketing. Harvard business review on brand management. Strategic brand management: Building, measuring and managing brand equity 4th ed.

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Strategic brand management: Best practice cases in branding 3rd ed. Brand sense: Build powerful brands through touch, taste, smell, sight, and sound.

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London, U. Global brand strategy: Unlocking brand potential across countries, cultures and markets. Can Chinese brands make it abroad?


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McKinsey Quarterly, 40 1 , 3— Brand globally, market locally. Journal of Business Strategy, 25 1 , 9— Would a brand smell any sweeter by a corporate name?

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Recommendation Sicco Van Gelder has written the definitive textbook on analyzing global branding strategy. Summary Globalization and Branding As more companies expand into multiple countries, branding appears to be an increasingly global activity. Internal Analysis, Part 1: The Organization Internal factors can impede branding efforts, especially if employees take them for granted instead of acknowledging or, perhaps, challenging them. The first organizational influence on the brand is the company's business strategy, made up of: Inspiration — The firm's vision for the future plus its mission statement and goals.

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.