Overview
- 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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Table of contents (11 chapters)
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Front Matter
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Structures and Processes for Global Brand Building
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Front Matter
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Global Brand Performance
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Front Matter
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Back Matter
Keywords
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.
Authors and Affiliations
About the author
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.
Bibliographic Information
Book Title: Global Brand Strategy
Book Subtitle: World-wise Marketing in the Age of Branding
Authors: Jan-Benedict Steenkamp
DOI: https://doi.org/10.1057/978-1-349-94994-6
Publisher: Palgrave Macmillan London
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2017
Hardcover ISBN: 978-1-349-94993-9Published: 19 January 2017
Softcover ISBN: 978-1-349-95699-9Published: 12 July 2018
eBook ISBN: 978-1-349-94994-6Published: 03 January 2017
Edition Number: 1
Number of Pages: XXIV, 319
Number of Illustrations: 33 b/w illustrations
Topics: Marketing, Emerging Markets/Globalization, Business Strategy/Leadership