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

This book provides a rigorous analytical framework that can be used comparatively across markets to reveal the factors that are most significant to particular types of brands. 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

"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, Global Brand Strategy provides not only a robust framework for analyzing the complexities, but also much fresh and original thinking. For students of international business and marketing, it will aid their understanding of our multi-cultural world and help them to discard any ethnocentric thinking." — placebrands.net