Brand Global, Adapt Local

Beschreibung

Build long-lasting value by crafting brands that transcend cultural boundaries through developing a deep understanding of diverse cultures and consumer preferences.
Building global brands provides companies with access to new markets, new opportunities and new ideas that can stimulate innovation and diversify revenue streams. However, with new opportunities comes additional challenges that marketers need to navigate in order to build an international brand. If a brand wants to thrive in an international market, it needs to understand the different consumers and the nuances of the cultures in which they live. The best brands in the world do this by remaining relentlessly curious about their customers and their markets, immersing themselves in the culture and embracing new and different ways of seeing, understanding and being. Learn how to develop this global mindset and how to build this into your marketing strategy from some of the world's leading global brands such as Nike, LVMH, Nestlé, Shiseido, Natura and Marriott. This book explores the challenges these brands faced across international markets and how they balance remaining true to their brand values with creating local resonance. Covering everything from how applying cultural understanding to interpreting data delivers exceptional consumer insight to how you can localize campaigns without losing the core brand identity, this book delivers all you need to know about scaling a brand globally packed full of powerful insight from leading marketers.
Explores how to create a unified, yet flexible strategy that can work across markets
Explains how to navigate different cultural landscapes to truly understand your local audience
Features real-world examples from global brands such as Nike, LVMH, Nestlé, Shiseido, Natura, and Marriott
Online resources: PowerPoint slides and an Instructor's Manual for lecturers and weblinks to additional reading and videos
Provides insights on how to read data with cultural understanding in order to develop deep consumer insight

Autor*in

Katherine Melchior Ray
Katherine Melchior Ray lectures on international marketing and leadership at UC Berkeley Hass School of Business, CA. With twenty-five-years spent building the world's best consumer branding across continents, she brings expertise from her time as a senior executive at Nike, Nordstrom, Louis Vuitton, Gucci, Hyatt, Shiseido and Babbel. She has guest lectured at Stanford, Wharton, Brown and Portland State University. She has been interviewed and featured on CBS 60 Minutes, CNN, The New York Times, The Wall Street Journal, and numerous media internationally. She also has been profiled in The Wall Street Journal in an article entitled, "Hyatt Executive Has a Spare Evening Gown in Her Bag," and was voted one of the "Most Compelling Women in the Travel Industry" by Premier Traveler magazine. She can be heard on various podcasts and blogs related to global marketing and leadership, culture and diversity, women's empowerment, and the future of work.

Themen in »Brand Global, Adapt Local«

Global business Global marketing International marketing Digital marketing Global brands Brand management Cultural relevance Cultural marketing Brand value

Stimmen zu »Brand Global, Adapt Local«

Details

Link teilen