Sicco Van Gelder, «Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets»

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Sicco Van Gelder, «Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets»

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In Global Brand Strategy, Sicco van Gelder tackles this central issue head on. He shows how both global and local brand management need to agree on a common basis for their brand strategy and planning. Drawing on his extensive experience, he has created a unique framework—the Global Brand Proposition Model—which enables them to analyse their brand’s sensitivity and vulnerability to specific internal and external influences across a multitude of diverse markets and societies.

The model, which combines the strategic planning cycle with the brand environment, provides a powerful and practical tool that can be applied both globally and locally. Following the structure of the model, and filled with real-life global examples and case studies, the book comprises three parts. Part I shows how to undertake an internal analysis, Part II looks at the external analysis, and Part III covers the central issues of global brand strategy, such as:
- taking a brand global;
- harmonizing a global brand;
- extending a global brand;
- creating a new global brand.