Global Brand Strategy Unlocking Brand Potential Across Countries, Cultures & Markets

Global Brand Strategy Unlocking Branding Potential Across Countries, Cultures & Markets Sicco van Gelder "Sicco van Gelder's book is a triumph truly a 'bible' for anyone in the business of creating or managing international brands." Simon Anholt, Chairman, Earthspeak and author of Brand New Justice REAR COVER: "For all those working in global business, this book is essential reading and provides fresh analysis of difficult concepts." The Weekly Telegraph "A must-read for all senior managers, whatever their function or professed knowledge. Worth it for his model alone, it will certainly be on my bookshelf." Ian Ryder, Vice-President, Brand & Communications, Unisys EMEIA "Based on his first-hand experience and in-depth examples, Sicco van Gelder's accurate and enlightening analyses are explained in a clear, concise fashion without being unduly simplified for advanced marketers." Jack Yan, CEO, Jack Yan & Associates "The author's international experience and understanding of different cultures help to make this an impressive read." Marketing "Every global marketing manager and senior executive will want this book as a reference. Van Gelder has given us a complete and comprehensive review of global branding." Greg Kitzmiller, Lecturer in Marketing, Indiana University Kelly School of Business "Sicco van Gelder does a very good job of providing a framework to understand global branding for practising managers and students, filling it with a rich array of examples." John H Roberts, Professor of Marketing, Australian Graduate School of Management and London Business School Going global with a brand is one of the key issues facing brand managers today. In Global Brand Strategy Sicco van Gelder tackles this issue head-on, showing how both global and local brand management need to agree a common basis for their brand strategy and planning. He has created a unique framework the Global Brand Proposition Model which enables managers to analyse their brand's sensitivity and vulnerability to specific internal and external influences across a multitude of diverse markets and societies. The model, which combines the strategic planning cycle with the brand environment, provides a powerful and practical tool that can be applied both globally and locally. Filled with real-life global examples and case studies, this book is relevant for all those involved in global brand management, the local management of a global brand, or the management of a local brand faced with foreign competition. Sicco van Gelder runs a Netherlands-based global branding consultancy called Brand Meta. He is also a co-founder of Placebrands, a firm dedicated to helping cities, regions and countries define their purpose and achieve their full potential. Subject category: Sales and marketingVan Gelder, Sicco is the author of 'Global Brand Strategy Unlocking Brand Potential Across Countries, Cultures & Markets' with ISBN 9780749444693 and ISBN 074944469X.