Global Brand Strategy World-wise Marketing in the Age of Branding /

• Main Author: Steenkamp, Jan-Benedict (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: London : Palgrave Macmillan UK : Imprint: Palgrave Macmillan, 2017.
• Subjects: Business.; Marketing.; Leadership.; Globalization.; Markets.; Business and Management.; Emerging Markets/Globalization.; Business Strategy/Leadership.

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...

Table of Contents:

• 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.