Global Brand Strategy: World-wise Marketing in the Age of Branding

  • 4h 51m
  • Jan-Benedict Steenkamp
  • Palgrave Macmillan Ltd
  • 2017

What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm's market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses.

The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what's their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed?

World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today.

With case studies from around the world, Steenkamp's book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.

About the Author

Jan-Benedict E. M. Steenkamp (“JB”) is the C. Knox Massey Distinguished Professor of Marketing and Chairman of Marketing at the University of North Carolina Kenan-Flagler Business School. He is a Fellow at the Institute for Sustainable Innovation and Growth at Fudan University (Shanghai) and honorary professor at EIASM (Brussels). He is co-founder of AiMark, a global center involving Fortune 500 companies that spearheads the BG 20 project uncovering drivers of sustainable brand growth.

In this Book

  • The Cambrian Explosion of Brands
  • The COMET Framework: How Global Brands Create Value
  • Customer Propositions for Global Brands
  • Global Marketing Mix Decisions: Global Integration, Not Standardization
  • Global Brand Building in the Digital Age
  • Organizational Structures for Global Brands
  • Global Brand Management
  • Corporate Social Responsibility
  • Global Brand Equity
  • Global Brands and Shareholder Value
  • The Future of Global Brands
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