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Global Brand Strategy
ISBN-13:
9781349949946
Veröffentl:
2017
Seiten:
319
Autor:
Jan-Benedict Steenkamp
eBook Typ:
PDF
eBook Format:
EPUB
Kopierschutz:
1 - PDF Watermark
Sprache:
Englisch
Beschreibung:
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.
Part One: Global Brand Building.- 2. The COMET Framework: How Global Brands Create Value.- 3. Customer Propositions for Global Brands.- 4. Global Marketing Mix Decisions: Global Integration, Not Standardization.- 5. Global Brand Building in the Digital Age.- Part Two: Structures and Processes for Global Brand Building.- 6. Organizational Structures for Global Brands.- 7. Global Brand Management.- 8. Corporate Social Responsibility.- Part Three: Global Brand Performance.- 9. Global Brand Equity.- 10. Global Brands and Shareholder Value.- 11. The Future of Global Brands
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