資源描述：
《2003 - Global Brand Strategy》由會員上傳分享，免費在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫。
1、GlobalBrandStrategy:UnlockingBrandPotentialAcrossCountries,Cultures&Marketsby?SiccovanGelderISBN:0749440236KoganPage?2003Thisbookprovidesarigorousanalyticalframeworkthatcanbeusedcomparativelyacrossmarketstorevealthefactorsthataremostsignificanttoparticulartypesofbrands.T
2、ableofContentsGlobalBrandStrategyUnlockingBrandPotentialAcrossCountries,Cultures&MarketsPrefaceIntroductionPartI-TheInternalAnalysisChapter1-TheOrganizationChapter2-TheBrandExpressionChapter3-MarketingMixandImplementationPartII-TheExternalAnalysisChapter4-LocalConvention
3、sChapter5-TheBrandDomainChapter6-TheBrandReputationChapter7-TheBrandAffinityChapter8-TheBrandRecognitionPartIII-GlobalBrandStrategyIssuesChapter9-TakingaBrandGlobalChapter10-HarmonizingaGlobalBrandChapter11-ExtendingaGlobalBrandChapter12-CreatingaNewGlobalBrandReferences
4、IndexListofFiguresListofCasesBackCoverInGlobalBrandStrategy,SiccovanGeldertacklesthiscentralissueheadon.Heshowshowbothglobalandlocalbrandmanagementneedtoagreeonacommonbasisfortheirbrandstrategyandplanning.Drawingonhisextensiveexperience,hehascreatedauniqueframeworktheGlo
5、balBrandPropositionModelwhichenablesthemtoanalysetheirbrandssensitivityandvulnerabilitytospecificinternalandexternalinfluencesacrossamultitudeofdiversemarketsandsocieties.Themodel,whichcombinesthestrategicplanningcyclewiththebrandenvironment,providesapowerfulandpractical
6、toolthatcanbeappliedbothgloballyandlocally.Followingthestructureofthemodel,andfilledwithreal-lifeglobalexamplesandcasestudies,thebookcomprisesthreeparts.PartIshowshowtoundertakeaninternalanalysis,PartIIlooksattheexternalanalysis,andPartIIIcoversthecentralissuesofglobalbr
7、andstrategy,suchas:takingabrandglobal;harmonizingaglobalbrand;extendingaglobalbrand;creatinganewglobalbrand.AbouttheAuthorSiccovanGelderrunsaNetherlands-basedglobalbrandingconsultancycalledBrandMeta.Thecompanyisbasedonhisdeeplyheldbeliefthatbrandsplayakeyroleincreatingva
8、luefororganizationsandtheirvariousstakeholders.Heisalsoaco-founderofPlacebrands,afirmdedicatedtohelping
