Title Global brand strategy : unlocking branding potential across countries, cultures & markets / Sicco van Gelder

Published Sterling, Va. : Kogan Page Limited, 2005

Copies

Location	Call no.	Vol.	Availability
MELB	658.827 Van/Gbs		AVAILABLE

Description xii, 260 pages : illustrations ; 24 cm Contents Machine derived contents note: Contents -- Acknowledgements 00 -- Introduction 00 -- The strategic planning cycle 00; The brand environment 00; The global brand proposition model 00; -- The road map 00 -- 1 The global branding context 00 -- Introduction 00; Sense and sensitivity 00 -- Part I The internal analysis -- 2 The organization 00 -- Introduction 00; Business strategy 00; Internal conventions 00; The internal legacy of the brand 00; -- The global brand organization 00; The organization and the brand expression 00 -- 3 The brand expression 00 -- Introduction 00; The brand expression defined 00; Brand positioning 00; Brand identity 00; Brand -- personality 00 -- 4 Marketing mix and implementation 00 -- The role of marketing 00; The marketing mix 00; Marketing implementation 00 -- Part II The external analysis -- 5 Local conventions 00 -- Introduction 00; Category conventions 00; Needs conventions 00; Cultural conventions 00 -- 6 The brand domain 00 -- Introduction 00; The brand domain defined 00; Product and service specialists 00; Media specialists -- 00; Distribution specialists 00; Solutions specialists 00; Conclusion 00 -- 7 The brand reputation 00 -- The brand reputation defined 00; Pedigree brands 00; Origin brands 00; Quality brands 00; Promise -- brands 00; Endorsed brands 00; Personality brands 00; Conclusion 00 -- 8 The brand affinity 00 -- The brand affinity defined 00; Functional affinity 00; Emotional affinity 00; Native affinity 00; -- Cosmopolitan affinity 00; Ego-oriented affinity 00; Society-oriented affinity 00; Empathy affinity 00; -- Association affinity 00; Conclusion 00 -- 9 The brand recognition 00 -- Brand recognition defined 00; Brand discrimination 00; Brand connections 00; Conclusion 00 -- Part III Global brand strategy issues -- 10 Taking a brand global 00 -- Applying the model 00; The issue 00; Internal analysis 00; External analysis 00; Conclusion 00 -- 11 Harmonizing a global brand 00 -- The issue 00; Internal analysis 00; External analysis 00; Conclusion 00 -- 12 Extending a global brand 00 -- The issue 00; Internal analysis 00; External analysis 00; Conclusion 00 -- 13 Creating a new global brand 00 -- The issue 00; Internal analysis 00; External analysis 00; Conclusion 00 -- References 00 -- Index 00 Notes Originally published: 2003 Formerly CIP. Uk Bibliography Includes bibliographical references and index Subject Branding (Marketing) Brand name products. International trade. Brand name products -- Management. Brand name products -- Planning. Export marketing. LC no. 2005016428 ISBN 074944469X

Other Titles Unlocking branding potential across countries, cultures and markets

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