2003 - Global Brand Strategy

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1、GlobalBrandStrategy:UnlockingBrandPotentialAcrossCountries,Cultures&Marketsby SiccovanGelderISBN:0749440236KoganPage©2003Thisbookprovidesarigorousanalyticalframeworkthatcanbeusedcomparativelyacrossmarketstorevealthefactorsthataremostsignificanttoparticulartypesofbrands.T

2、ableofContentsGlobalBrandStrategyUnlockingBrandPotentialAcrossCountries,Cultures&MarketsPrefaceIntroductionPartI-TheInternalAnalysisChapter1-TheOrganizationChapter2-TheBrandExpressionChapter3-MarketingMixandImplementationPartII-TheExternalAnalysisChapter4-LocalConvention

3、sChapter5-TheBrandDomainChapter6-TheBrandReputationChapter7-TheBrandAffinityChapter8-TheBrandRecognitionPartIII-GlobalBrandStrategyIssuesChapter9-TakingaBrandGlobalChapter10-HarmonizingaGlobalBrandChapter11-ExtendingaGlobalBrandChapter12-CreatingaNewGlobalBrandReferences

4、IndexListofFiguresListofCasesBackCoverInGlobalBrandStrategy,SiccovanGeldertacklesthiscentralissueheadon.Heshowshowbothglobalandlocalbrandmanagementneedtoagreeonacommonbasisfortheirbrandstrategyandplanning.Drawingonhisextensiveexperience,hehascreatedauniqueframeworktheGlo

5、balBrandPropositionModelwhichenablesthemtoanalysetheirbrandssensitivityandvulnerabilitytospecificinternalandexternalinfluencesacrossamultitudeofdiversemarketsandsocieties.Themodel,whichcombinesthestrategicplanningcyclewiththebrandenvironment,providesapowerfulandpractical

6、toolthatcanbeappliedbothgloballyandlocally.Followingthestructureofthemodel,andfilledwithreal-lifeglobalexamplesandcasestudies,thebookcomprisesthreeparts.PartIshowshowtoundertakeaninternalanalysis,PartIIlooksattheexternalanalysis,andPartIIIcoversthecentralissuesofglobalbr

7、andstrategy,suchas:takingabrandglobal;harmonizingaglobalbrand;extendingaglobalbrand;creatinganewglobalbrand.AbouttheAuthorSiccovanGelderrunsaNetherlands-basedglobalbrandingconsultancycalledBrandMeta.Thecompanyisbasedonhisdeeplyheldbeliefthatbrandsplayakeyroleincreatingva

8、luefororganizationsandtheirvariousstakeholders.Heisalsoaco-founderofPlacebrands,afirmdedicatedtohelping