Title Global Brand Management
Subtitle A Guide to Developing, Building and Managing an International Brand
Author Laurence Minsky, Ilan Geva
ISBN 9780749483609
List price GBP 39.99
Price outside India Available on Request
Original price
Binding Paperback
No of pages 328
Book size 165 x 241 mm
Publishing year 2020
Original publisher Kogan Page Limited
Published in India by .
Exclusive distributors Viva Books Private Limited
Sales territory India, Sri Lanka, Bangladesh, Pakistan, Nepal, .
Status New Arrival
About the book
  
 

Description:

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.

 

Key Features:

  • Prepares students to manage an existing global brand, as well as providing the basic considerations and strategies for developing and building a new one
  • Features perspectives from world class practitioners to demonstrate the crucial importance of global brands effectively adapting to different languages, cultural values and commerce laws
  • Demonstrates the essential role that flex and elasticity play in enabling a brand to maintain a distinct and unified identity across global borders
  • Includes detailed case studies from Oreo, McDonalds, Harley Davidson, Tropicana and Xiaomi, and guest contributions from a range of international entrepreneurs, strategists and marketers
  • Features a foreword by Mark Tungate: Editorial Director of the Epica awards, and author of multiple books on branding published by Kogan Page


Contents:

About the authors

Foreword

Acknowledgements

Preface

 

PART ONE: Theoretical and strategic foundations

Chapter 1: A definition of brands, branding and brand management • Reading outcomes • Introduction • Overview • Some working definitions of ‘brand’ • Some types of brands • A practical definition of branding and brand management • A brief history of branding • Branding in an era of consumer control • Building the brand by inspiring behaviour • Guest perspective from Jorg Borgwardt, Germany: Why brands fail • Extended case study: Product and brand are not the same – the story of Oreo cookies in China and India • Key terms • Discussion questions • Notes

Chapter 2: The strategic role branding plays • Reading outcomes • Introduction • Overview • Long live the brand. The brand is dead. Why the brand is important to marketers • Determining the value of the brand • Brands should live forever, but sometimes they need to be rebranded • Guest perspective from Ricardo Monteiro, Portugal: Brand building in our changing world • Extended case study: Volkswagen, the fall of a brand • Key terms • Discussion questions • Notes

Chapter 3: Internal branding versus external branding • Reading outcomes • Introduction • Overview • Welcome to the employee-customer brand experience continuum • Why internal branding is often more important than external branding • Customer journeys and mapping the brand contacts • Segmenting prospects • Some final words on the owners and shareholders • Guest perspective from Rick Ray, USA: 21st-century brand storytelling • Extended case study: The Story of the manifesto that helped turn Samsung into a global brand • Key terms • Discussion questions • Notes

Chapter 4: Programmatic and other technology in the service of brands • Reading outcomes • Introduction • Overview • Branding versus the drive for innovation • The Huda Kattan brand start-up and social media • The new-for-the-sake-of-new versus the smart-new • MarTech and why it matters for branding • Cybersecurity as a form of brand protection • Guest perspective from Jens Ulrik Hansen, Switzerland: The impact of the digital shift on brands and branding • Extended case study: McDonald’s move into China and India and the resulting lessons for successful global brand management • Food, folks and fun in China • Going vegetarian in India • A new digital brand experience in Poland • Other assorted brand lessons, rules and guidelines from McDonald’s • Key terms • Discussion questions • Notes

 

PART TWO: Practical and tactical applications

Chapter 5: Brand foundational development • Reading outcomes • Introduction • Overview • Welcome to the never-ending brand development process • Selecting a brand name or would Apple have been Apple with a different name? • Launching a new brand • Growing a brand after the launch • Reaching the brand’s maturity stage • The eventual, but not inevitable, decline of a brand • An overview of brand foundational elements • Pyramids, onions, keys, ladders and maps – tools for displaying the brand foundations • Validating the brand foundation • Research methods to validate your brand • Guest perspective from Ashley Galina Dudarenok, China: How international brands can succeed in China • Extended case study: The global branding of Coca-Cola • Key terms • Discussion questions • Notes

Chapter 6: Creating the brand foundational elements • Reading outcomes • Introduction • Overview • Set your sights on visual branding • It’s all in the name – some key considerations • Audio: The next biggest sense for branding • Why branded scents can make sense • Branding through the sense of touch • Even a product’s taste is part of its branding element • The illy coffee brand • Guest perspective from Chris Malone, USA: The surprising truth about faces, logos and loyalty • Extended case study: The big brand dilemmas of Harley Davidson • Key terms • Discussion questions • Notes

Chapter 7: Branding and the marketing communication ecosystem • Reading outcomes • Introduction • Overview • Blah blah blah: Some words on advertising and other marketing communication channels • Some direct comments • Retail atmospherics • Packaging priorities • Shopper marketing in brand building • Social, mobile, digital and more • The importance of public relations for brand building • Direct selling for global brands • Post-sales customer support • Guest perspective from Bill Rodi, USA: Shopper marketing • Extended case study: The Tropicana packaging redesign disaster • Key terms • Discussion questions • Notes

Chapter 8: Brand management • Reading outcomes • Introduction • Overview • Taking a brand global and the people who do it • Maintaining a brand • Evolving and extending a brand • Refreshing and rebranding • Seven reasons for rebranding • The when, why and how of co-branding • Does the job title ‘brand manager’ mean what it says? • A brand manager’s job description • Guest perspective from Michaël Boumendil, France: Branding across borders • Extended case study: Rotary International’s global rebranding • Key terms • Discussion questions • Notes

 

PART THREE: Branding issues and opportunities

Chapter 9: Branding in a global economy • Reading outcomes • Introduction • Overview • Key management considerations and strategies • How to build an international brand for a single medical tourism provider • Branding one Korean medical tourism provider for global consumption • Conditions for success in new local markets • Local customization of multinational brands • Guest perspective from Paolo Mercado, Philippines: Global brands in a local world – the challenge of brand building across multiple countries • Extended case study: Philips, a study in healthy innovation • Key terms • Discussion questions • Notes

Chapter 10: Brand architecture • Reading outcomes • Introduction • Overview • Do you want to have a house of brands or a branded house? • Finding a home in a house of brands • Products, services and sub-brands that live within a branded house • Brand portfolio rationalization • Guest perspective from Lubna Nafees, India and the US: Brands going global • Extended case study: The reorganization of General Motors’ brand architecture • Key terms • Discussion questions • Notes

Chapter 11: Speciality application areas • Reading outcomes • Introduction • Overview • Why experience determines the types of brands you’ll manage • Tangible comments about non-tangible service brands • Public thoughts on private-label brands • What to put into an ingredient brand? • Celebrities and influencers and their place in global brand management • The success and longevity of luxury brands • How to build a brand for a country’s tourism and commerce sectors through place branding • Example request for proposal • Guest perspective from Dr Karen Sutherland, Australia: Key considerations when using social media in the marketing mix of a global brand • Extended case study: A brief look at the quick global growth the Xiaomi brand • Key terms • Discussion questions • Notes

Chapter 12: Digital asset management and other strategies for managing brands • Reading outcomes • Introduction • Overview • Tools for managing a global brand • Managing a global brand beyond the brand-guidelines manual • Centralized brand-compliance resources • Some failed attempts at creating a consistent and appropriate brand message • Onwards • Guest perspective from John Morrow, USA: How technology enables global brand management • Extended case study: Virgin, a different kind of global brand • Key terms • Discussion questions • Notes

Index

About the Authors:

Laurence Minsky is Associate Professor, School of Media Arts, Columbia College Chicago, and author of many leading books on advertising, branding, and marketing. He is also an award-winning marketing strategist, creative director, and copywriter focused on creating innovative and effective branding and cross-discipline marketing solutions. His consulting practice serves a broad range of B2C and B2B clients from the emerging to global leaders.

Ilan Geva is adjunct Professor at the University of Chicago and DePaul University, and was formerly Design Head and Creative Director at Ogilvy & Mather, Leo Burnett, Frankel & Co., and various other internationally renowned agencies. He currently runs Ilan Geva & Friends, a branding consultancy based in Chicago.

 

Target Audience:

This book is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.

 
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