Global brand strategy : unlocking branding potential across countries, cultures & markets / Sicco Van Gelder.
Publication details: Sterling, Va. : Kogan Page Limited, 2005. Edition: 1st edDescription: xii, 260 p. : ill. ; 24 cmISBN: 074944469X (pbk.)Subject(s): Brand name products | Branding (Marketing) | Brand name products | Export marketingDDC classification: 658.8/27| Item type | Current library | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
English Lending
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Villa College Library | Villa College Library | 658.8/27 VAN (Browse shelf(Opens below)) | Available | 8924 |
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| 658.78 IYE Toyota supply chain management : a strategic approach to the principles of Toyota's renowned system / | 658.787 BRA Inventory : best practice / | 658.8/27 Branding across borders : | 658.8/27 VAN Global brand strategy : | 658.8 AND Strategic marketing for nonprofit organizations | 658.8 ARM Marketing | 658.8 ARM Marketing |
Contents
Acknowledgements 00
Introduction 00
The strategic planning cycle 00; The brand environment 00; The global brand proposition model 00;
The road map 00
1 The global branding context 00
Introduction 00; Sense and sensitivity 00
Part I The internal analysis
2 The organization 00
Introduction 00; Business strategy 00; Internal conventions 00; The internal legacy of the brand 00;
The global brand organization 00; The organization and the brand expression 00
3 The brand expression 00
Introduction 00; The brand expression defined 00; Brand positioning 00; Brand identity 00; Brand
personality 00
4 Marketing mix and implementation 00
The role of marketing 00; The marketing mix 00; Marketing implementation 00
Part II The external analysis
5 Local conventions 00
Introduction 00; Category conventions 00; Needs conventions 00; Cultural conventions 00
6 The brand domain 00
Introduction 00; The brand domain defined 00; Product and service specialists 00; Media specialists
00; Distribution specialists 00; Solutions specialists 00; Conclusion 00
7 The brand reputation 00
The brand reputation defined 00; Pedigree brands 00; Origin brands 00; Quality brands 00; Promise
brands 00; Endorsed brands 00; Personality brands 00; Conclusion 00
8 The brand affinity 00
The brand affinity defined 00; Functional affinity 00; Emotional affinity 00; Native affinity 00;
Cosmopolitan affinity 00; Ego-oriented affinity 00; Society-oriented affinity 00; Empathy affinity 00;
Association affinity 00; Conclusion 00
9 The brand recognition 00
Brand recognition defined 00; Brand discrimination 00; Brand connections 00; Conclusion 00
Part III Global brand strategy issues
10 Taking a brand global 00
Applying the model 00; The issue 00; Internal analysis 00; External analysis 00; Conclusion 00
11 Harmonizing a global brand 00
The issue 00; Internal analysis 00; External analysis 00; Conclusion 00
12 Extending a global brand 00
13 Creating a new global brand
References
Index.
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