Global Brand Strategy : Unlocking brand potential across countries, cultures & markets / Sicco Van Gelder

By:

Gelder, Sicco Van

Language: Eng. Publication details: 2004 London Kogan PageEdition: 1st edDescription: xii, 260 p. : ill. ; 24 cmISBN:

9780749442132

Subject(s):

Marketing & Communications

DDC classification:

658.827 GEL

Summary: Going global with a brand is one of the key issues facing brand managers today. But how do they ensure that their brand realizes its full potential as it stretches across multiple cultures and markets? How do they balance the differing requirements of ensuring that the brand meets local needs with the desire to maintain global brand consistency? In Global Brand Strategy, Sicco van Gelder tackles this central issue head on. He shows how both global and local brand management need to agree a common basis for their brand strategy and planning. Drawing on his extensive experience, he has created a unique framework the Global Brand Proposition Model which enables them to analyse their brand s sensitivity and vulnerability to specific internal and external influences across a multitude of diverse markets and societies.

Item type: English Books

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Holdings
Current library	Call number	Status	Date due	Barcode
Anna Centenary Library 6TH FLOOR, B WING	658.827 GEL (Browse shelf(Opens below))	Available		695907
Anna Centenary Library 6TH FLOOR, B WING	658.827 GEL;1 (Browse shelf(Opens below))	Available		695908

Going global with a brand is one of the key issues facing brand managers today. But how do they ensure that their brand realizes its full potential as it stretches across multiple cultures and markets? How do they balance the differing requirements of ensuring that the brand meets local needs with the desire to maintain global brand consistency? In Global Brand Strategy, Sicco van Gelder tackles this central issue head on. He shows how both global and local brand management need to agree a common basis for their brand strategy and planning. Drawing on his extensive experience, he has created a unique framework the Global Brand Proposition Model which enables them to analyse their brand s sensitivity and vulnerability to specific internal and external influences across a multitude of diverse markets and societies.

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Global Brand Strategy : Unlocking brand potential across countries, cultures & markets / Sicco Van Gelder

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