Marketing Books from BuildingBrands - Global Brand Strategy

Book Reviews
Global Brand Strategy

How to manage a brand as it stretches across multiple societies and geographies is a key issue facing many marketers today. This book provides a unique framework - the Global Brand Proposition Model - as a basis for developing and implementing a global brand strategy.

The model, which combines the strategic planning cycle with the brand environment, can be applied both globally and locally. The book follows the structure of the model and includes diverse cases such as Apple Computers, EasyJet, Ikea, L'Oreal, Haagen-Dazs, Greenpeace and Amnesty International.

Here's the full list of chapter headings:

•	Introduction
•	Part I: The internal analysis • The organization • The brand expression • Marketing mix and implementation
•	Part II: The external analysis • Local conventions • The brand domain • The brand reputation • The brand affinity • The brand recognition
•	Part III: Global brand strategy issues • Taking a brand global • Harmonizing a global brand • Extending a global brand • Creating a new global brand

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The author, Sicco van Gelder, is founder and MD of Brand Meta, a consultancy specializing in global brand strategy. He previously held senior international research and consultancy positions in Asia and Europe. Past and present clients include: ABN AMRO Bank, Braun, Brita, De Beers, DuPont, ING Bank, Johnson & Johnson, Hallmark Cards, Heineken, KPN Telecom, Mexx, Philips, and Sony Music. He has conducted projects for clients in North and South America, West and Eastern Europe, and Asia-Pacific.

Praise for his book:

… truly a "bible" for anyone in the business of creating or managing international brands
Simon Anholt, author of Brand New Justice and Chairman, Earthspeak.

… Sicco van Gelder does a very good job of providing a framework to understand global branding for practicing managers and students, filling it with a rich array of examples.
John H Roberts, Professor of Marketing, London Business School.

A must read for all senior managers whatever their function or professed knowledge.
Ian Ryder, Vice-President, Brand & Communications, Unysis