Summary of Global Brand Strategy

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Global Brand Strategy book summary


7 Overall

7 Applicability

8 Innovation

3 Style


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.

In this summary, you will learn

  • What the components of internal and external branding analysis are; and
  • Why both of these analyses are crucial in extending a brand into new countries, harmonizing an existing brand across countries or launching a new global brand.

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.



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...

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