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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:
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•
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Introduction |
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•
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Part
I: The internal analysis
• The organization
• The brand expression
• Marketing mix and implementation |
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•
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Part
II: The external analysis
• Local conventions
• The brand domain
• The brand reputation
• The brand affinity
• The brand recognition |
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•
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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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Click on item to
purchase at Amazon |
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:
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…
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
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Buy it at Amazon.
Brand Manual
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