Global Brand Management

Beschreibung

Hone your understanding of international brand management with this textbook, showcasing why it's critical for all brands to develop elasticity and adapt to different territories, audiences and contexts.
In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.
Prepares students to manage an existing global brand, as well as providing the basic considerations and strategies for developing and building a new one
Features perspectives from world class practitioners to demonstrate the crucial importance of global brands effectively adapting to different languages, cultural values and commerce laws
Demonstrates the essential role that flex and elasticity play in enabling a brand to maintain a distinct and unified identity across global borders
Includes detailed case studies from Oreo, McDonalds, Harley Davidson, Tropicana and Xiaomi, and guest contributions from a range of international entrepreneurs, strategists and marketers
Online Resources: Chapter PowerPoints, chapter summaries, test banks, sample syllabus
Features a foreword by Mark Tungate: Editorial Director of the Epica awards, and author of multiple books on branding published by Kogan Page

Autor*in

Laurence Minsky
Laurence Minsky is Associate Professor, School of Media Arts, Columbia College Chicago, and author of many leading books on advertising, branding, and marketing. He is also an award-winning marketing strategist, creative director, and copywriter focused on creating innovative and effective branding and cross-discipline marketing solutions. His consulting practice serves a broad range of B2C and B2B clients from the emerging to global leaders.

Themen in »Global Brand Management«

mbas strategists marketing management learnings international branding marketeer walk-through multinationals international brand management sub-continent global marketing campaigns brand strategy drucker communication entrepreneur

Stimmen zu »Global Brand Management«

"An incredibly clear-minded book. The very word brand has become increasing devalued through misuse; this book is part of a vital counter movement."
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"A master work. Lucid, covers all the bases, well organized and accessible to the reader. Indispensable for every communications student, practitioner and thought leader."
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"Minsky and Geva have brought together a smart combination of theory and relevant insights from leading brands and experts that will be a valuable guide in both strategy and execution."
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"Skilfully demystifies brand and branding with vivid examples in an international setting."
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"Whether you are a brand manager, designer or educator, this is a comprehensive resource for developing, building and managing an international brand."
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"Brand management has never been more important, yet can often be a confusing and impenetrable subject, requiring an up-to-date understanding of many topics. This book provides a much needed, clear, detailed and intelligent overview of the subject."
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"Whether you are a branding professional using this as a personal reference, or a professor employing it as a text, you, too, will likely come to believe, as the authors state in the opening, that 'brand managers from any country can learn from the best practices of others to improve their outcomes'."
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"Appreciates the global nature of brand development today while reminding us of the importance of creating brand experiences that are personal, memorable and enriching - ones that make you feel right at home."
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"A truly insightful book and a must read for those who want to advance their careers."
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"This book has been written for marketing professionals and students, but it should be for everyone. Deconstructing the principles about how brands are constructed, take on meaning, and persevere is the core of this book and should be the exercise of anyone who wants to make a place for themselves in the expanding universe of branding."
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"Offers the facts and reality of how brands are nowadays, how a brand is not just a brand anymore."
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"Minsky and Geva have written more than a book. It's a complete do-it-yourself MBA in branding."
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"Offers just the kind of comprehensive, yet heartfelt and personal, approach to brand management that today's business students need to truly understand this concept."
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"Detailed case studies, practical tools and tips, clear and direct writing without the industry speak, original and insightful essays by world-class branding experts combine to make this the most authoritative book on global brand management ever written."
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"This game-changing book clearly explains why new brand management approaches are needed, and convincingly shows how and why these approaches work. Extremely useful and insightful."
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"If you are in need of a one-stop-shop of all concurrent brand management issues in a digital and fast changing world, don't look further."
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"This book covers a vast range of topics, from basic theoretical concepts of brand strategy and planning to the practicalities of brand management. Most importantly, though, it challenges the reader to think about brands from many angles and encourages a deeper curiosity about their psychological and sociological underpinnings."
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"A really good and comprehensive read about all aspects of this gift that culture has given to commerce. A good balance of theory and real-life examples that will interest every reader."
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