Creating Global Brand 1

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The Global Brand

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Author : Nigel Hollis
language : en
Publisher: Macmillan + ORM
Release Date : 2008-09-30

The Global Brand written by Nigel Hollis and has been published by Macmillan + ORM this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-30 with Business & Economics categories.

A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing brand strength in a globalized world Rapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. The Global Brand is a thorough investigation of brand strength in the accelerated modern business world. Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment. “In The Global Brand, Nigel Hollis not only corrects some of the misconceptions of the past but offers a glimpse of the future that is both perceptive and grounded in good business sense. Those who take the time to properly digest this book will save their companies a lot of money.” —Sir Martin Sorrell, Chief Executive Officer, WPP

Global Brand Strategy

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Author : Jan-Benedict Steenkamp
language : en
Publisher: Springer
Release Date : 2017-01-03

Global Brand Strategy written by Jan-Benedict Steenkamp and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-01-03 with Business & Economics categories.

Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. 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.

Digital Brand Promotion

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Author : Prabhu TL
language : en
Publisher: NestFame Creations Pvt Ltd.
Release Date : 2024-12-02

Digital Brand Promotion written by Prabhu TL and has been published by NestFame Creations Pvt Ltd. this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-12-02 with Business & Economics categories.

In today’s hyperconnected digital age, brand success isn’t just about having a presence—it’s about creating impact, forging relationships, and building loyalty. "Digital Brand Promotion" is your ultimate guide to mastering the art and science of promoting your brand in the dynamic and ever-changing online landscape. Whether you’re an entrepreneur, marketer, or business owner, this book provides a comprehensive roadmap to understanding, implementing, and optimizing digital strategies that will elevate your brand to new heights. Written with clarity and practicality, it combines timeless branding principles with cutting-edge digital tools, ensuring your brand stands out in a crowded marketplace. What You’ll Learn: ● The Foundations of Digital Branding: Understand the essential elements that form a strong and recognizable brand identity. Learn how to communicate your brand’s mission, values, and story effectively across digital platforms. ● Building an Online Presence: Discover how to craft an engaging website, optimize for search engines (SEO), and harness the power of social media to reach and captivate your target audience. ● Harnessing Social Media for Branding: Explore practical strategies for creating viral campaigns, collaborating with influencers, and building a loyal community that supports and advocates for your brand. ● Paid Advertising Strategies: Learn how to design impactful ad campaigns that deliver measurable results, from Google Ads to social media promotions. ● Content Marketing and Storytelling: Dive into the art of storytelling to create meaningful connections with your audience. Learn how to craft compelling blogs, videos, and social posts that resonate and inspire. ● Data-Driven Decision Making: Understand the metrics that matter, and leverage analytics to measure, refine, and optimize your campaigns for maximum ROI. ● Managing Reputation and Building Trust: Protect and enhance your brand’s image in a digital world where perception can shift in an instant. ● Emerging Trends and the Future: Stay ahead of the curve with insights into technologies like AI, AR, blockchain, and their impact on digital branding. Why This Book? Digital marketing evolves at lightning speed, and so do the strategies for building and promoting a successful brand. This book simplifies complex concepts, offering actionable insights for beginners and advanced marketers alike. Each chapter is packed with real-world examples, proven strategies, and step-by-step instructions that make implementing these ideas straightforward and effective. Who Is This Book For? Whether you’re launching your first business, scaling a growing enterprise, or managing an established brand, "Digital Brand Promotion" is designed to equip you with the tools and knowledge you need to thrive in the digital world. From students and freelancers to marketing professionals and CEOs, this book caters to anyone looking to unlock the full potential of their brand online. A New Era of Branding Awaits Your brand’s digital journey starts here. Transform your ideas into a compelling digital presence, engage your audience like never before, and build a legacy that thrives in the online world. "Digital Brand Promotion" is more than a book—it’s your playbook for digital success. Start your journey today and turn your brand into a digital powerhouse!

Cross Borders Success Power Of Global Branding

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Author : Victoria Lynn Griffin
language : en
Publisher: Nicholas Horne
Release Date :

Cross Borders Success Power Of Global Branding written by Victoria Lynn Griffin and has been published by Nicholas Horne this book supported file pdf, txt, epub, kindle and other format this book has been release on with Business & Economics categories.

In this captivating and transformative book, immerse yourself in the fascinating world of Cross-Borders Success. Discover the secrets behind the Power Of Global Branding as you embark on a journey that transcends geographical boundaries and unlocks a world of unlimited possibilities. Crossing borders has never been more relevant than in today's interconnected world, where businesses seek to expand their horizons beyond local audiences. Within these pages, you will delve into the strategies, insights, and principles that fuel global branding success. Gain invaluable knowledge from real-life case studies and expert analyses, providing you with practical tools to navigate the complexities of international markets. Unleash the potential of your brand by harnessing the power of globalization. Learn how to craft a compelling global brand identity that resonates across cultures, captivating audiences in diverse corners of the world. Understand the nuanced cultural nuances and preferences in different markets, enabling you to tailor your brand's messaging effectively, connecting on a deep and personal level with your international audience. Step-by-step, you'll be guided through the intricacies of formulating a robust global branding strategy that drives financial success. From identifying niche markets to building strong partnerships with strategic allies, this book equips you with the knowledge and expertise to outshine your competitors in the global landscape. Cross Borders Success: Power Of Global Branding is not just about maximizing profitability, but also about creating a lasting impact that transcends borders. Embrace the opportunities that globalization presents and leverage them to propel your brand towards unprecedented heights. No longer bound by limitations, tap into the power of globalization and witness your brand's transformation into a worldwide phenomenon. Prepare to be inspired as you explore the captivating stories of global brands that conquered the world stage through visionary global branding strategies. Embrace the journey towards Cross-Borders Success and uncover the untapped potential that lies beyond your doorstep.

Strategic International Marketing

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Author : T C Melewar
language : en
Publisher: Bloomsbury Publishing
Release Date : 2017-09-16

Strategic International Marketing written by T C Melewar and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-16 with Business & Economics categories.

Strategic International Marketing collates the most recent ideas, trends and original research in the theory and practice of global marketing strategy and tactics. Straightforward language and illustrative case studies feature throughout this text from the leading thinkers in the international marketing field.

Marketing Excellence 3

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Author : Hugh Burkitt
language : en
Publisher: Kogan Page Publishers
Release Date : 2014-11-03

Marketing Excellence 3 written by Hugh Burkitt and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-11-03 with Business & Economics categories.

Marketing Excellence 3 showcases the strongest case studies - all winners - from The Marketing Society's Excellence Awards to celebrate and promote the contribution that great marketing makes to the commercial success of a business. The compilation includes a selection of 30 award winners from 2012 to 2014 who have employed different strategies, tactics, tools and techniques all worthy of recognition. The book features world-leading consumer products, retail, fast food, consultancy, charity and telecoms brands such as easyJet, Hailo, McDonald's, Mercedes-Benz, Unilever, Macmillan, O2, PwC, Jack Daniel's and John Lewis. Each chapter of Marketing Excellence 3 is organised by theme and introduced by a judge who then presents the case studies in detail, providing thought-provoking answers to questions such as 'How do you find great customer insights?', 'What are the key principles that lie behind effective communications?', 'How do you create a marketing ethos that will mobilise your organisation?', 'What makes a new brand stand out and succeed?' and 'How do you keep customers loyal?' As such, it is an ideal book for marketers and students looking to be inspired by the very best in marketing campaigns.

Research Frontiers On The International Marketing Strategies Of Chinese Brands

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Author : Zuohao Hu
language : en
Publisher: Routledge
Release Date : 2016-08-05

Research Frontiers On The International Marketing Strategies Of Chinese Brands written by Zuohao Hu and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-08-05 with Business & Economics categories.

This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.

The International Brand Valuation Manual

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Author : Gabriela Salinas
language : en
Publisher: John Wiley & Sons
Release Date : 2011-11-22

The International Brand Valuation Manual written by Gabriela Salinas and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-11-22 with Business & Economics categories.

The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand valuation. This “one-stop” source is for valuation professionals as well as financial and marketing specialists who need to have an understanding of the principal valuation methods. Salinas also analyses the respective efficacy, advantages, disadvantages, and prospects for the future for each method. The book: - Provides a thorough overview of all the tools available for the brand valuation practitioner. - Offers an informed view on which methodologies are most suitable for different types of applications, and explains why. - Acts as an all-in-one source of reference for specialists who advise clients on which methodology to employ, or who are considering adopting one themselves. - Features case studies and examples from Guinness, PwC, Rolls-Royce, Santander, Shell, Telefonica, Unilever, BMW, Hanson Trust, Cadbury-Schweppes, Kellogg, Coco-Cola, Mercedes, Rolex, among others. Gabriella Salinas is the Global Brand Manager at Deloitte Touche Tohmatsu, Madrid, Spain.

The Strategy Of Global Branding And Brand Equity

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Author : Alvin Lee
language : en
Publisher: Routledge
Release Date : 2015-03-02

The Strategy Of Global Branding And Brand Equity written by Alvin Lee and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-03-02 with Business & Economics categories.

Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand. PBC uses a prospective predicting method which does not have to rely on a brand’s past performance or a customer’s purchase history for prediction. Choice data is gathered in the retail setting – at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.

Global Brand Management

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Author : Laurence Minsky
language : en
Publisher: Kogan Page Publishers
Release Date : 2019-11-03

Global Brand Management written by Laurence Minsky and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-03 with Business & Economics categories.

In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.