The Global Brand Book

The Global Brand


  • Author : Nigel Hollis
  • Publisher : St. Martin's Press
  • Release Date : 2008-09-30
  • Genre: Business & Economics
  • Pages : 272
  • ISBN 10 : 0230615414

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The Global Brand Excerpt :

A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing brand strength in a globalized world Rapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. The Global Brand is a thorough investigation of brand strength in the accelerated modern business world. Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment. “In The Global Brand, Nigel Hollis not only corrects some of the misconceptions of the past but offers a glimpse of the future that is both perceptive and grounded in good business sense. Those who take the time to properly digest this book will save their companies a lot of money.” —Sir Martin Sorrell, Chief Executive Officer, WPP

From Chinese Brand Culture to Global Brands Book

From Chinese Brand Culture to Global Brands


  • Author : W. Zhiyan
  • Publisher : Springer
  • Release Date : 2013-10-08
  • Genre: Business & Economics
  • Pages : 219
  • ISBN 10 : 9781137276353

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From Chinese Brand Culture to Global Brands Excerpt :

From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance.

Global Brand Power Book

Global Brand Power


  • Author : Barbara E. Kahn
  • Publisher : University of Pennsylvania Press
  • Release Date : 2013-03-05
  • Genre: Business & Economics
  • Pages : 132
  • ISBN 10 : 9781613630259

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Global Brand Power Excerpt :

The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.

Corporate Cultures and Global Brands Book

Corporate Cultures and Global Brands


  • Author : Albrecht Rothacher
  • Publisher : World Scientific
  • Release Date : 2004
  • Genre: Business & Economics
  • Pages : 269
  • ISBN 10 : 9789812388568

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Corporate Cultures and Global Brands Excerpt :

This interesting book covers the development of 18 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from owner-founder-run companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril.

How They Started  Global Brands Book

How They Started Global Brands


  • Author : David Lester
  • Publisher : Crimson Publishing
  • Release Date : 2008-10-30
  • Genre: Business & Economics
  • Pages : 224
  • ISBN 10 : 9781854586421

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How They Started Global Brands Excerpt :

Lots of us have ideas we think would make great businesses. Most of us never do anything with those ideas. But for those that do, a world of opportunity awaits them. This book is about 21 people who acted on their idea, made the first steps to start their business and subsequently went on to turn it into a global brand. From Adidas and Apple to Sony and Swatch, we reveal how some of the world's biggest international businesses got of the ground, and those very first steps taken by their founders. How soon after they started did they venture overseas? Following on from the hugely successful How They Started, this next volume How They Started: Global Brands Edition takes the question one step further and asks 'How do you turn an idea in to a global business?'

Global and Local Strategies Regarding Products and Prices  Communication between Global Brands and Global Markets Book

Global and Local Strategies Regarding Products and Prices Communication between Global Brands and Global Markets


  • Author : Ender Gülcan
  • Publisher : GRIN Verlag
  • Release Date : 2017-10-09
  • Genre: Business & Economics
  • Pages : 9
  • ISBN 10 : 9783668543836

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Global and Local Strategies Regarding Products and Prices Communication between Global Brands and Global Markets Excerpt :

Document from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, Northumbria University, language: English, abstract: This paper deals with global and strategies regarding products and prices. The second part is about the analysis of the target market of Haagen Dazs. According to Keegan and Green a product is a “good, service, or idea with both, tangible and intangible attributes that collectively create value for a buyer or user”. The management decision, which product and brand strategies should be followed within the global market, is the indispensably crucial core of international marketing. What is understood as a product covers not only the functional physical object which is sold, but also the packaging and supporting services which together constitute the value brought to and bought by the customer. The globalization led to the product standardization strategy. The standardization strategy aims to market products in multiple markets, which are essentially the same in respect of the product itself and the sales and promotion activities, the advertising activities and the distribution channels.

Global Brand Management Book

Global Brand Management


  • Author : Laurence Minsky
  • Publisher : Kogan Page Publishers
  • Release Date : 2019-11-03
  • Genre: Business & Economics
  • Pages : 320
  • ISBN 10 : 9780749483616

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Global Brand Management Excerpt :

In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.

The New Strategic Brand Management Book
Score: 3
From 3 Ratings

The New Strategic Brand Management


  • Author : Jean-Noël Kapferer
  • Publisher : Kogan Page Publishers
  • Release Date : 2008
  • Genre: Business & Economics
  • Pages : 560
  • ISBN 10 : 9780749450854

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The New Strategic Brand Management Excerpt :

Adopted internationally by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is the reference source of choice for senior strategists, positioning professionals and postgraduate students. Over the years it has established a reputation as one of the leading works on brand strategy. The fifth edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking, with dedicated sections for specific types of brands (luxury, corporate and retail), international examples, and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka. Explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by brand strategists today. With both gravitas and intelligent insight, the book reveals new thinking on topics such as putting culture and content into brands, the impact of private labels, the new dynamics of targeting and the comeback of local brands.

Readings in Modern Marketing Book

Readings in Modern Marketing


  • Author : John A. Quelch
  • Publisher : Chinese University Press
  • Release Date : 2006
  • Genre: Business & Economics
  • Pages : 755
  • ISBN 10 : 9629962799

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Readings in Modern Marketing Excerpt :

Readings in Modern Marketing is a collection of Professor Quelch's highly-praised scholarly articles previously published in leading business journals, such as Harvard Business Review, Sloan Management Review, Strategy and Business, Business Horizons, in the past two decades. Topics covered include marketing and business strategy, managing product lines, pricing, managing the point of sales, global marketing, building global brands, marketing and the new technologies, marketing and society, and so forth. A fine representation of the author's sound scholarship, Readings in Modern Marketing offers important theories as well as practical, insightful tactics. It is an indispensable source of reference.

Contemporary Brand Management Book

Contemporary Brand Management


  • Author : Johny K. Johansson
  • Publisher : SAGE Publications
  • Release Date : 2014-01-17
  • Genre: Business & Economics
  • Pages : 272
  • ISBN 10 : 9781483322940

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Contemporary Brand Management Excerpt :

Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm’s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and applications.

Kellogg on Marketing Book
Score: 5
From 2 Ratings

Kellogg on Marketing


  • Author : Dawn Iacobucci
  • Publisher : John Wiley & Sons
  • Release Date : 2001-06-18
  • Genre: Business & Economics
  • Pages : 448
  • ISBN 10 : 9780471054047

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Kellogg on Marketing Excerpt :

Global Marketing Strategy Book

Global Marketing Strategy


  • Author : Bodo B. Schlegelmilch
  • Publisher : Springer
  • Release Date : 2016-03-02
  • Genre: Business & Economics
  • Pages : 249
  • ISBN 10 : 9783319262796

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Global Marketing Strategy Excerpt :

This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures, managing the relationship between national subsidiaries, regional headquarters and global headquarters, as well as corporate social responsibility challenges, and pertinent future trends that are likely to affect global business.

Brands and Branding Book

Brands and Branding


  • Author : Rita Clifton
  • Publisher : John Wiley & Sons
  • Release Date : 2009-04-01
  • Genre: Business & Economics
  • Pages : 284
  • ISBN 10 : 1576603504

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Brands and Branding Excerpt :

With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. Written by 19 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.

Brand Management in Emerging Markets  Theories and Practices Book

Brand Management in Emerging Markets Theories and Practices


  • Author : Wang, Cheng Lu
  • Publisher : IGI Global
  • Release Date : 2014-06-30
  • Genre: Business & Economics
  • Pages : 337
  • ISBN 10 : 9781466662438

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Brand Management in Emerging Markets Theories and Practices Excerpt :

"This book provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies"--Provided by publisher.

Strong Brands  Strong Relationships Book
Score: 1
From 1 Ratings

Strong Brands Strong Relationships


  • Author : Susan Fournier
  • Publisher : Routledge
  • Release Date : 2015-06-12
  • Genre: Business & Economics
  • Pages : 476
  • ISBN 10 : 9781317662358

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Strong Brands Strong Relationships Excerpt :

From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed account of people’s relationships with brands and a demonstration of the important and timely implications of this evolving sub-discipline. A range of different brand relationship environments are explored in the collection, including: online digital spaces, consumer collectives, global brands, luxury brands, branding in terrorist organizations, and the brand relationships of men and transient consumers. This book attends to relationship endings as well as their beginnings, providing a full life-cycle perspective. While the first volume focused on positive relationship benefits, this collection explores dysfunctional dynamics, adversarial and politically-charged relationships, and those that are harmful to well-being. Evocative constructs are leveraged, including secrets, betrayals, anthropomorphism, lying, infidelity, retaliation, and bereavement. The curated collection provides both a deeper theoretical understanding of brand relationship phenomena and ideas for practical application from experiments and execution in commercial practice. Strong Brands, Strong Relationships will be the perfect read for marketing faculty and graduate students interested in branding dynamics, as well as managers responsible for stewarding brands.