Brand Global, Adapt Local | Taschenbuch

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Sprache: Englisch

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Beschreibung

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.

Über den Autor

Katherine Melchior Ray with Nataly Kelly

Inhaltsverzeichnis

Chapter - 00: Introduction: Welcome to the Global Village Section - ONE: The Foundation of Marketing and Branding Chapter - 01: What is Marketing- and Why Does it Matter? Chapter - 02: The What, Why and How of Brand Section - TWO: Culture, Consumers and Communication Chapter - 03: Lower the Waterline: Navigating Cultural Landscapes Chapter - 04: Back to Basics: Cross-Cultural Communication is Anything But! Chapter - 05: The Twenty-Seconds Rule: Understanding the Local Consumer Section - THREE: Creating Value Across Cultures Chapter - 06: Born in Borneo: Innovating Products for Cultural Value Chapter - 07: Give the Customer a Melon: Service Brings Culture to Life Chapter - 08: Found in Translation: Brand Flexing Across Culture Chapter - 09: How Global is Your Website? Digital Marketing Across Cultures Chapter - 10: Adding Complexity: Building a Global B2B Brand Section - FOUR: Connecting the Global Dots Chapter - 11: The Two Most Important Words in French: Building Teams Across Cultures Chapter - 12: Expanding Horizons: Building a Global Career Chapter - 13: Conclusion: The Journey Continues

Details

Erscheinungsjahr:	2025
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Einband - flex.(Paperback)
ISBN-13:	9781398619715
ISBN-10:	139861971X
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Melchior Ray, Katherine Kelly, Nataly
Hersteller:	Kogan Page Kogan Page Ltd
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	234 x 156 x 19 mm
Von/Mit:	Katherine Melchior Ray (u. a.)
Erscheinungsdatum:	03.06.2025
Gewicht:	0,67 kg