TAILIEUCHUNG - Global Brand Strategy 10/2012

Tham khảo sách 'global brand strategy 10/2012', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Team LiĐ NEXT Global Brand Strategy Unlocking Brand Potential Across Countries Cultures Markets by Sicco van Gelder ISBN 0749440236 Kogan Page 2003 This book provides a rigorous analytical framework that can be used comparatively across markets to reveal the factors that are most significant to particular types of brands. Table of Contents Global Brand Strategy-Unlocking Brand Potential Across Countries Cultures Markets Preface Introduction Part I - The Internal Analysis Chapter 1 - The Organization Chapter 2 - The Brand Expression Chapter 3 - Marketing Mix and Implementation Part II - The External Analysis Chapter 4 - Local Conventions Chapter 5 - The Brand Domain Chapter 6 - The Brand Reputation Chapter 7 - The Brand Affinity Chapter 8 - The Brand Recognition Part III - Global Brand Strategy Issues Chapter 9 - Taking a Brand Global Chapter 10 - Harmonizing a Global Brand Chapter 11 - Extending a Global Brand Chapter 12 - Creating a New Global Brand References Index List of Figures List of Cases Team LĨĐ NEXT Team LiĐ PREVIOUS I NEXT Back Cover In Global Brand Strategy Sicco van Gelder tackles this central issue head on. He shows how both global and local brand management need to agree on a common basis for their brand strategy and planning. Drawing on his extensive experience he has created a unique framework the Global Brand Proposition Model which enables them 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. Following the structure of the model and filled with real-life global examples and case studies the book comprises three parts. Part I shows how to undertake an internal analysis Part II looks at the external analysis and Part III covers the central issues of global brand strategy such as .

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