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Global Brand Strategy

World-wise Marketing in the Age of Branding

Authors: Steenkamp, Jan-Benedict

  • Equips executives with the tools for launching, strengthening and reviving global brands in a semi-globalized world
  • Draws on the author's world-class expertise and research in branding and global marketing over the last 25 years, alongside interviews with senior executives and the author's consulting work
  • Examines the key topic of Asia’s economic potential
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Buy this book

eBook $19.99
price for USA (gross)
  • ISBN 978-1-349-94994-6
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $29.99
price for USA
  • ISBN 978-1-349-94993-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally.

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 authors

Jan-Benedict E.M. Steenkamp is the C. Knox Massey Distinguished Professor of Marketing and Marketing Area Chair at the University of North Carolina’s Kenan-Flagler Business School, Executive Director of AiMark, and Fellow at iSIG, Fudan University (Shanghai). Jan-Benedict has received an honorary doctorate and an array of lifetime achievement honors, including from the Royal Netherlands Academy of Sciences and the American Marketing Association. He is rated the most influential marketing scholar in the last decade. He is a valued banding and strategy consultant and his work has been featured in the Harvard Business Review, The Wall Street Journal, The Financial Times, The Economist, The New York Times, and numerous other outlets. 

Table of contents (11 chapters)

  • The Cambrian Explosion of Brands

    Steenkamp, Jan-Benedict

    Pages 1-13

  • 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

Buy this book

eBook $19.99
price for USA (gross)
  • ISBN 978-1-349-94994-6
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $29.99
price for USA
  • ISBN 978-1-349-94993-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Global Brand Strategy
Book Subtitle
World-wise Marketing in the Age of Branding
Authors
Copyright
2017
Publisher
Palgrave Macmillan UK
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-1-349-94994-6
DOI
10.1057/978-1-349-94994-6
Hardcover ISBN
978-1-349-94993-9
Edition Number
1
Number of Pages
XXIV, 319
Number of Illustrations and Tables
33 b/w illustrations
Topics