• Print
• Email to Friend

Global Brand Strategy

Unlocking Branding Potential Across Countries, Cultures & Markets

Going global with a brand is one of the key issues facing brand managers today. In Global Brand Strategy Sicco van Gelder tackles this issue head-on, showing how both global and local brand management need to agree a common basis for their brand strategy and planning. He has created a unique framework - the Global Brand Proposition Model - which enables managers 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.

Author:  Sicco Van Gelder

Members' Price - $45.00 Student Members' Price - $40.00
To access these prices please log in

Add to Cart