TY  - BOOK
AU  - Gelder, Sicco Van
TI  - Global Brand Strategy : Unlocking brand potential across countries, cultures & markets
SN  - 9780749442132
U1  - 658.827 
PY  - 2004///
CY  - London
PB  - Kogan Page
KW  - Marketing & Communications
N2  - 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
ER  -