欢迎来到天天文库
浏览记录
ID:40383934
大小:2.25 MB
页数:226页
时间:2019-08-01
《2003 - Global Brand Strategy》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、GlobalBrandStrategy:UnlockingBrandPotentialAcrossCountries,Cultures&Marketsby SiccovanGelderISBN:0749440236KoganPage©2003Thisbookprovidesarigorousanalyticalframeworkthatcanbeusedcomparativelyacrossmarketstorevealthefactorsthataremostsignificanttoparticulartypesofbrands.T
2、ableofContentsGlobalBrandStrategyUnlockingBrandPotentialAcrossCountries,Cultures&MarketsPrefaceIntroductionPartI-TheInternalAnalysisChapter1-TheOrganizationChapter2-TheBrandExpressionChapter3-MarketingMixandImplementationPartII-TheExternalAnalysisChapter4-LocalConvention
3、sChapter5-TheBrandDomainChapter6-TheBrandReputationChapter7-TheBrandAffinityChapter8-TheBrandRecognitionPartIII-GlobalBrandStrategyIssuesChapter9-TakingaBrandGlobalChapter10-HarmonizingaGlobalBrandChapter11-ExtendingaGlobalBrandChapter12-CreatingaNewGlobalBrandReferences
4、IndexListofFiguresListofCasesBackCoverInGlobalBrandStrategy,SiccovanGeldertacklesthiscentralissueheadon.Heshowshowbothglobalandlocalbrandmanagementneedtoagreeonacommonbasisfortheirbrandstrategyandplanning.Drawingonhisextensiveexperience,hehascreatedauniqueframeworktheGlo
5、balBrandPropositionModelwhichenablesthemtoanalysetheirbrandssensitivityandvulnerabilitytospecificinternalandexternalinfluencesacrossamultitudeofdiversemarketsandsocieties.Themodel,whichcombinesthestrategicplanningcyclewiththebrandenvironment,providesapowerfulandpractical
6、toolthatcanbeappliedbothgloballyandlocally.Followingthestructureofthemodel,andfilledwithreal-lifeglobalexamplesandcasestudies,thebookcomprisesthreeparts.PartIshowshowtoundertakeaninternalanalysis,PartIIlooksattheexternalanalysis,andPartIIIcoversthecentralissuesofglobalbr
7、andstrategy,suchas:takingabrandglobal;harmonizingaglobalbrand;extendingaglobalbrand;creatinganewglobalbrand.AbouttheAuthorSiccovanGelderrunsaNetherlands-basedglobalbrandingconsultancycalledBrandMeta.Thecompanyisbasedonhisdeeplyheldbeliefthatbrandsplayakeyroleincreatingva
8、luefororganizationsandtheirvariousstakeholders.Heisalsoaco-founderofPlacebrands,afirmdedicatedtohelping
此文档下载收益归作者所有