Global Brand Management

A Guide to Developing, Building & Managing an International Brand
1. Auflage 2019
ISBN: 978-0-7494-8360-9
Verlag: Kogan Page

Buch, Englisch, 328 Seiten, Format (B × H): 170 mm x 244 mm, Gewicht: 841 g

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 Managementshows 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.

Autoren/Hrsg.

Minsky, Laurence

Geva, Ilan

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management

Inhaltsverzeichnis

• Section - ONE: Theoretical and strategic foundations;
• • Chapter - 01: A definition of brands and branding;
  • Chapter - 02: The strategic role branding plays;
  • Chapter - 03: Internal branding vs. external branding;
  • Chapter - 04: MarTech, Programmatic, and more technological innovations;
• Section - TWO: Practical and tactical applications;
• • Chapter - 05: Brand foundational development;
  • Chapter - 06: Brand actualization;
  • Chapter - 07: Branding and the marketing communication ecosystem;
  • Chapter - 08: Brand management;
• Section - THREE: Branding issues and opportunities;
• • Chapter - 09: Branding in a global economy;
  • Chapter - 10: Brand architecture;
  • Chapter - 11: Speciality application areas;
  • Chapter - 12: Digital asset management (of branding elements)

Über Autor(innen)

Minsky, Laurence
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.

Geva, Ilan
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 various other internationally renowned agencies. He currently runs Ilan Geva & Friends, a branding consultancy based in Chicago.

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.