Global Brand Strategy World wise Marketing in the Age of Branding 1st edition by Jan Benedict Steenkamp – Ebook PDF Instant Download/Delivery: B01N9O6Z45 , 978-1349949946
Full download Global Brand Strategy World wise Marketing in the Age of Branding 1st edition after payment
Product details:
ISBN 10: B01N9O6Z45
ISBN 13: 978-1349949946
Author: Jan Benedict Steenkamp
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’s book is provocative and timely. Global Brand Strategy 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.
Global Brand Strategy World wise Marketing in the Age of Branding 1st Table of contents:
1: The Cambrian Explosion of Brands
The Global Branding Phenomenon
Why Consumers Value Brands
Brands Make Decision Making Easier
Brands Reduce Risk
Brands Provide Emotional Benefits
The Role of Business Brands
The Global Competition for Consumers and Business Customers
The Plan of the Book
Part I Global Brand Building
2: The COMET Framework: How Global Brands Create Value
Customer Preference
Perceived Quality
Global Culture
Country of Origin
Limits to Country-of-Origin Benefits
Rogue Actions
Customer Animosity
Organizational Benefits
Rapid Rollout of New Products
Strength in Global Competitive Moves
Corporate Identity to Rally All Employees
Superior Marketing Programs
Media Spillover Across Countries
Pooling Marketing Resources Across Countries
Leveraging the Best Marketing Ideas
Economies of Scale
Transnational Innovation
Pooling of R&D to Make Higher Quality Products
Bottom-Up Innovation to Overcome Scarcity of Great Ideas
Frugal Innovation to Redefine the Value Proposition
The COMET Scorecard
Managerial Takeaways
3: Customer Propositions for Global Brands
Value Brands
IKEA: Democratizing Furniture
Value Brand Challenges
Mass Brands
Samsung: Rising from the Ashes
Value Brands Closing the Quality Gap
Premium Brands Stretching Downward
Premium Brands
Sand River: Magic in Cashmere
Premium Brand Challenges
Prestige Brands
Ferrari: Selling Less than You Can
Prestige Brand Challenges
Fun Brands
Zara: Refreshing the Assortment Twice a Week
Fun Brand Challenges
Developing a Customer Proposition for Your Brand
Blueprint for a One-Sentence Customer Proposition
Managerial Takeaways
4: Global Marketing Mix Decisions: Global Integration, Not Standardization
Global Integration Options
Brand Name
Product
Standardized Core Product
Product Modularity
Pricing
Value: Optimized Pricing
List Price Versus Transaction Price
Advertising
Glocal Advertising
Sales Promotion
Global Sales Strategy
Sales Management Control Systems
Cultural Variance of Sales Management Programs
Global Account Management
Does Global Account Management Makes Sense for Your Company?
Global Distribution Strategy
Developing One’s Own Distribution Channel
Using Existing Channels: Western Retailers
The Challenge of Emerging Markets
Ikea’s Global Marketing Strategy
Putting It Together
Managerial Takeaways
5: Global Brand Building in the Digital Age
Digital Sales Channels
Opportunities for Global Brands and Local Brands Going Global
Advertising and the Digital Channel
Digital Distribution Options for Global Brands
Digital Channel Options
Omni-Channels
Counterfeits
Co-creation of Global Brand Strategy
Customer Participation in New Product Development
Crowdsourcing
Co-creation of Advertising
Global Selling Collaboration
Is Co-creation Right for Your Brand?
Transparency
Transparency Challenges of Established Global Enterprises
Transparency Challenges of State-Owned Enterprises
Transparency in Market Communication
Geo-blocking Exposed
Connectivity
Electronic Word of Mouth
Electronic Word of Mouth and Global Brand Sales
Brand Communication in a Connected World
New Global Brands for the Sharing Economy
Internet of Things
IoT in B2C
IoT in B2B
Managerial Takeaways
Part II: Structures and Processes for Global Brand Building
6: Organizational Structures for Global Brands
Procter & Gamble’s Deliberate Design of Organizational Structure
Four Organizational Models for Global Brands
Coordination Mechanisms
Centralization: “Who Decides?”
Formalization: “How Is the Decision Made?”
Normative-Cultural Control: “What Binds Us Together?”
Diagnosing the Use of Coordinating Mechanisms by Your Company
Geographical Model
Functional Model
Matrix Model
Gordian Knot of a Matrix
Network Model
Networks as a Sign of Our Times?
IBM’s Global Network Model
Challenges to the Effectiveness of Global Network Model
A Look Ahead
Managerial Takeaways
7: Global Brand Management
Assign Global Brand Responsibility and Leadership
Brand Management Team: The Least Disruptive Option
Brand Champion: The Ambitious Option
Top Management Team: The Best Option
When Is TMT Most Effective?
The Culture Map: Comparing Teams Across Multiple National Cultures
Global Brand-Planning System
Analysis of the Environment
Customer Analysis
Competitors
Supply Chain
Brand Strategy Analysis
Goals and Metrics
Strategy Execution
Local Brilliance Within a Common Framework
Aligning Incentives
Global Leadership Development
Which Type of Global Competencies Does Your Firm Need?
How Can the Firm Develop the Necessary Competencies?
Who Should You Select for Global Leadership Development?
Beware of the Similarity Principle
Managerial Takeaways
Global Brand Leadership
Global Brand-Planning System
Strategy Execution
8: Corporate Social Responsibility
A Framework for CSR Branding
CSR Activities
Taxes
Workplace
Environment
Community
Governance
Integrating CSR into the Brand Proposition
Which CSR Aspect to Include in the Customer Proposition?
Communicating CSR to Customers
Awareness
Packaging
Social Media
Your Own Workforce
Attribution
Customer Response to Brand-Related CSR Activities
Transactional Outcomes
Relational Outcomes
CSR as Long-Term Insurance Policy
The Volkswagen Emission Scandal
Forevermark: CSR in Love
The Second Wave of CSR
Managerial Takeaways
Part III: Global Brand Performance
9: Global Brand Equity
Customer-Based Brand Equity
Awareness
Attitude
Differentiation
Relevance
Energy
Esteem
Knowledge
Customer Equity Power Grid
Action
Customer Equity Tracking Instrument
Sales-Based Brand Equity
Profit-Based Brand Equity
Profit Contribution
Value Brands
Mass Brands
Premium Brands
Prestige Brands
Fun Brands
Brand Profitability at the Volkswagen Group
Profit Growth
Return on Capital
Calculating Global Brand Equity
Global Brand Equity Valuations
Stability in Global Brand Equity Rank Over Time
Managerial Takeaways
10: Global Brands and Shareholder Value
Market Capitalization of the Firm
Shareholder Return
Volatility in Shareholder Return
Global Brand Value in Mergers and Acquisitions
Managerial Takeaways
11: The Future of Global Brands
People also search for Global Brand Strategy World wise Marketing in the Age of Branding 1st :
global branding & marketing across cultures
global branding strategies with examples
global brand strategy world-wise marketing in the age of branding
global business strategy in context
global brand strategy by jan-benedict steenkamp