Brand Global, Adapt Local
Kogan Page Ltd (Verlag)
978-1-3986-1971-5 (ISBN)
- Noch nicht erschienen - erscheint am 03.06.2025
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Building global brands provides companies with access to new markets, new opportunities and new ideas that can stimulate innovation and diversify revenue streams. However, with new opportunities comes additional challenges that marketers need to navigate in order to build an international brand.
If a brand wants to thrive in an international market, it needs to understand the different consumers and the nuances of the cultures in which they live. The best brands in the world do this by remaining relentlessly curious about their customers and their markets, immersing themselves in the culture and embracing new and different ways of seeing, understanding and being. Learn how to develop this global mindset and how to build this into your marketing strategy from some of the world's leading global brands such as Nike, LVMH, Nestlé, Shiseido, Natura and Marriott. This book explores the challenges these brands faced across international markets and how they balance remaining true to their brand values with creating local resonance.
Covering everything from how applying cultural understanding to interpreting data delivers exceptional consumer insight to how you can localize campaigns without losing the core brand identity, this book delivers all you need to know about scaling a brand globally packed full of powerful insight from leading marketers.
Katherine Melchior Ray lectures on international marketing and leadership at UC Berkeley Hass School of Business, CA. She has over twenty-five-years experience building the world's best consumer brands at companies including Nike, Nordstrom, Louis Vuitton, Gucci, Hyatt, Shiseido and Babbel across the world including in the USA, Japan and Europe. She has guest lectured at Stanford, Wharton, Brown and Portland State University. Nataly Kelly is Chief Marketing Officer at Zappi, based in Boston, MA. Previously she served at HubSpot as Vice President of Marketing, Vice President of International Operations and Strategy, and Vice President of Localization.
Chapter - 01: What Are Marketing and Branding, and What Do They Have to Do with Culture?
Section - ONE: Culture, Communication, and Consumers
Chapter - 02: Whom Do You Trust? Navigating Cultural Landscapes
Chapter - 03: Back to Basics: Cross-Cultural Communication is Anything But!
Chapter - 04: The Twenty-Seconds Rule: Understanding the Local Consumer
Section - TWO: Create Value Across Cultures
Chapter - 05: Found in Translation: Brand Flexing Across Culture
Chapter - 06: Creating Cultural Relevance: ICON AMOR ROMA
Chapter - 07: Have Website, Am I Global?: Digital Marketing Across Cultures
Chapter - 08: Give the Customer a Melon: Customer Relationships Across Cultures
Section - THREE: Connect the Global Dots
Chapter - 09: Small Talk is Huge: Building Organizational Teams Across Cultures
Chapter - 10: Adding Complexity: Building a Global B2B Brand
Chapter - 11: Mindset: Building a Global Career
Chapter - 12: Conclusion: Go Global or Go Home
| Erscheint lt. Verlag | 24.6.2025 |
|---|---|
| Co-Autor | Nataly Kelly |
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| ISBN-10 | 1-3986-1971-X / 139861971X |
| ISBN-13 | 978-1-3986-1971-5 / 9781398619715 |
| Zustand | Neuware |
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