IES Management College And Research Centre

Jan-Benedict Steenkamp

Global brand strategy: world-wise marketing in the age of branding - 2017 Palgrave macmillan 2017 - xxiv, 319 Paperback

Table of contents (11 chapters)
The Cambrian Explosion of Brands

Steenkamp, Jan-Benedict

Pages 1-13
Preview Buy Chapter 30,19 €
The COMET Framework: How Global Brands Create Value

Steenkamp, Jan-Benedict

Pages 19-43
Customer Propositions for Global Brands

Steenkamp, Jan-Benedict

Pages 45-73
Global Marketing Mix Decisions: Global Integration, Not Standardization

Steenkamp, Jan-Benedict

Pages 75-109
Global Brand Building in the Digital Age

Steenkamp, Jan-Benedict

Pages 111-147
Organizational Structures for Global Brands

Steenkamp, Jan-Benedict

Pages 151-179
Global Brand Management

Steenkamp, Jan-Benedict

Pages 181-208
Corporate Social Responsibility

Steenkamp, Jan-Benedict

Pages 209-238
Global Brand Equity

Steenkamp, Jan-Benedict

Pages 243-273
Global Brands and Shareholder Value

Steenkamp, Jan-Benedict

Pages 275-289
The Future of Global Brands

Steenkamp, Jan-Benedict

Pages 291-296

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.

978-1-349-95699-9


Brand strategy,
strategic brand management

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