Laurence Minsky, Ilan Geva

Global Brand Management (eBook, ePUB)

A Guide to Developing, Building & Managing an International Brand

• Format: ePub

Produktbeschreibung

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 Management shows 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.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 328
• Erscheinungstermin: 3. November 2019
• Englisch
• ISBN-13: 9780749483616
• Artikelnr.: 57997714

Autorenporträt

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.

Inhaltsangabe

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)