- 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
- Online Resources: Chapter PowerPoints, chapter summaries, test banks, sample syllabus
- Features a foreword by Mark Tungate: Editorial Director of the Epica awards, and author of multiple books on branding published by Kogan Page
Global Brand Management
A Guide to Developing, Building & Managing an International Brand
Hone your understanding of international brand management with this textbook, showcasing why it's critical for all brands to develop elasticity and adapt to different territories, audiences and contexts.
Key features at a glance
EAN: 9780749483609
Edition: 1
Published:
Format: 240x167
328 pages
About the book
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.
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 several internationally renowned agencies. He currently runs Ilan Geva & Friends, a leading branding consultancy based in Chicago.
An incredibly clear-minded book. The very word brand has become increasing devalued through misuse; this book is part of a vital counter movement.
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