A Strategy for Global Branding That Even Shareholders Will Love
What are the earmarks of strong global brands? First, they generate more than half their revenue and most of their growth outside their home market. Second, their equity constitutes a massive percentage of their firm’s market value. Third, they are just a keystroke away from online customers overseas. The companies that have delivered the biggest increases in brand value over recent years 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. They know that an ill-conceived or poorly organized and executed global brand strategy will destroy rather than build value. World-class marketing expert Jan-Benedict Steenkamp has studied them 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 introduces the global brand value chain and explains how brand equity factors into shareholder value. Provocative and timely, Global Brand Strategy will equip executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. 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.
For the preface, including the table of contents, click here.