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Global Brand Strategy

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Global Brand Strategy

Unlocking Brand Potential across Countries, Cultures and Markets

Kogan Page,

15 min read
10 take-aways
Text available

What's inside?

Expand your brand to a global market, but always keep local conventions and consumer needs in mind.

Editorial Rating



  • Innovative


Sicco Van Gelder has written the definitive textbook on analyzing global branding strategy. Packed with examples, in-depth case studies and hypothetical branding projects, this book will prove useful to companies entering global markets or launching global brands. From the stunning worldwide success of the Sony Walkman to the dismal global failure of New Coke, Van Gelder scrutinizes the factors that shape a global brand. He issues a timely reminder that local cultures and consumers differ, and that branding must account for local differences in multiple markets. Note that this is a textbook, not a manual. The author explains his "global brand proposition model" in minute detail, which can get a little dense and repetitive at times. While the final chapters contain several useful illustrations of the analytical model in action, this is not a how-to book. Nevertheless, getAbstract believes this thoughtful tome deserves a spot on the reference shelf of brand specialists and marketers, as well as the executives of any company that operates in more than one country.


Globalization and Branding

As more companies expand into multiple countries, branding appears to be an increasingly global activity. However, do not assume that consumers in a foreign country will respond to a brand the same way buyers do in the brand's home country. Companies can take brands to global prominence, and harmonize their existing brands across multiple global markets, but they can only do so if they carefully analyze each market's local branding environment.

Two types of analyses are essential to this effort: an internal analysis, which deals with the organization itself, the expression of the brand and its marketing, and an external analysis, which covers local conventions and the perception and recognition of the brand.

Internal Analysis, Part 1: The Organization

Internal factors can impede branding efforts, especially if employees take them for granted instead of acknowledging or, perhaps, challenging them. The first organizational influence on the brand is the company's business strategy, made up of:

  • Inspiration – The firm's vision for the future plus its mission statement and goals.
  • Justification – This is divided...

About the Author

Sicco Van Gelder is the founder of Brand Meta, a Netherlands-based consulting firm specializing in global brand strategy. He has served clients worldwide, including ABN AMRO Bank, Braun, De Beers, Du Pont, Johnson & Johnson, Hallmark Cards, Heineken, KPN Telecom, Philips, Randstad and Sony Music. He is a member of the Association of Chief Brand Officers.

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