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The Resource Global brand strategy : world-wise marketing in the age of branding, Jan-Benedict Steenkamp, (eBook)

Global brand strategy : world-wise marketing in the age of branding, Jan-Benedict Steenkamp, (eBook)

Creator
Author
Summary
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 introduces the global brand value chain and explains how brand equity factors into shareholder value. Provocative and timely, Global Brand Strategy will equip executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. The book 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
Language
eng
Work
Publication
Extent
1 online resource
Contents
  • Part One: Global Brand Building
  • 2. The COMET Framework: How Global Brands Create Value
  • 3. Customer Propositions for Global Brands
  • 4. Global Marketing Mix Decisions: Global Integration, Not Standardization
  • 5. Global Brand Building in the Digital Age
  • Part Two: Structures and Processes for Global Brand Building
  • 6. Organizational Structures for Global Brands
  • 7. Global Brand Management
  • 8. Corporate Social Responsibility
  • Part Three: Global Brand Performance
  • 9. Global Brand Equity
  • 10. Global Brands and Shareholder Value
  • 11. The Future of Global Brands
Link
https://atxlibrary.idm.oclc.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1360347
Instance
Label
Global brand strategy : world-wise marketing in the age of branding
Title
Global brand strategy
Title remainder
world-wise marketing in the age of branding
Statement of responsibility
Jan-Benedict Steenkamp
Creator
Author
Subject
Genre
Language
eng
Summary
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 introduces the global brand value chain and explains how brand equity factors into shareholder value. Provocative and timely, Global Brand Strategy will equip executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. The book 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
Cataloging source
N$T
Characteristic
document
http://library.link/vocab/creatorName
Steenkamp, Jan-Benedict E. M
Dewey number
658.8/27
Series statement
eBooks from EBSCOhost
http://library.link/vocab/subjectName
  • Brand name products
  • Branding (Marketing)
  • Brand name products
  • Export marketing
  • Business and Management
  • Marketing
  • Emerging Markets/Globalization
  • Business Strategy/Leadership
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • Brand name products
  • Brand name products
  • Export marketing
Label
Global brand strategy : world-wise marketing in the age of branding, Jan-Benedict Steenkamp, (eBook)
Link
https://atxlibrary.idm.oclc.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1360347
Instantiates
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Part One: Global Brand Building -- 2. The COMET Framework: How Global Brands Create Value -- 3. Customer Propositions for Global Brands -- 4. Global Marketing Mix Decisions: Global Integration, Not Standardization -- 5. Global Brand Building in the Digital Age -- Part Two: Structures and Processes for Global Brand Building -- 6. Organizational Structures for Global Brands -- 7. Global Brand Management -- 8. Corporate Social Responsibility -- Part Three: Global Brand Performance -- 9. Global Brand Equity -- 10. Global Brands and Shareholder Value -- 11. The Future of Global Brands
Control code
ebsco00352
Dimensions
unknown
Extent
1 online resource
File format
unknown
Form of item
online
Lccn
2016955973
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other control number
10.1057/978-1-349-94994-6
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
(OCoLC)967938427
Label
Global brand strategy : world-wise marketing in the age of branding, Jan-Benedict Steenkamp, (eBook)
Link
https://atxlibrary.idm.oclc.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1360347
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Part One: Global Brand Building -- 2. The COMET Framework: How Global Brands Create Value -- 3. Customer Propositions for Global Brands -- 4. Global Marketing Mix Decisions: Global Integration, Not Standardization -- 5. Global Brand Building in the Digital Age -- Part Two: Structures and Processes for Global Brand Building -- 6. Organizational Structures for Global Brands -- 7. Global Brand Management -- 8. Corporate Social Responsibility -- Part Three: Global Brand Performance -- 9. Global Brand Equity -- 10. Global Brands and Shareholder Value -- 11. The Future of Global Brands
Control code
ebsco00352
Dimensions
unknown
Extent
1 online resource
File format
unknown
Form of item
online
Lccn
2016955973
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other control number
10.1057/978-1-349-94994-6
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
(OCoLC)967938427

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