Overview

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.

Full Product Details

Author:   Laurence Minsky ,  Ilan Geva
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Dimensions:   Width: 17.70cm , Height: 2.90cm , Length: 25.00cm
Weight:   0.885kg
ISBN:  

9781789660401

ISBN 10:   1789660408
Pages:   328
Publication Date:   03 November 2019
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

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)

Reviews

An incredibly clear-minded book. The very word brand has become increasing devalued through misuse; this book is part of a vital counter movement. * Rory Sutherland, Vice Chairman, Ogilvy, and author of Alchemy: The Surprising power of ideas that don't make sense * A master work. Lucid, covers all the bases, well organized and accessible to the reader. Indispensable for every communications student, practitioner and thought leader. * Nancy R Tag, Founding Director, Branding + Integrated Communications MPS at The City College of New York and author, Ad Critique: How to deconstruct ads in order to build better advertising * Minsky and Geva have brought together a smart combination of theory and relevant insights from leading brands and experts that will be a valuable guide in both strategy and execution. * Paul Bennett, Global Brand Director, AXA * Skilfully demystifies brand and branding with vivid examples in an international setting. * Salma Ghanem, Interim Provost, DePaul University, and Former Dean of its School of Communications * Whether you are a brand manager, designer or educator, this is a comprehensive resource for developing, building and managing an international brand. * Robin Landa, Distinguished Professor, Michael Graves College at Kean University, author of Graphic Design Solutions, Designing Brand Experiences and Advertising by Design * Brand management has never been more important, yet can often be a confusing and impenetrable subject, requiring an up-to-date understanding of many topics. This book provides a much needed, clear, detailed and intelligent overview of the subject. * Darren Bridger, Consultant at NeuroStrata, author of Decoding the Irrational Consumer and Neuro Design * Whether you are a branding professional using this as a personal reference, or a professor employing it as a text, you, too, will likely come to believe, as the authors state in the opening, that 'brand managers from any country can learn from the best practices of others to improve their outcomes'. * Chuck Kent, Contributing Editor, Brandingmag * Appreciates the global nature of brand development today while reminding us of the importance of creating brand experiences that are personal, memorable and enriching - ones that make you feel right at home. * Jim Misener, Principal, President, 50,000 feet * A truly insightful book and a must read for those who want to advance their careers. * Radu Florescu, CEO, Centrade-Cehil South-East Europe * This book has been written for marketing professionals and students, but it should be for everyone. Deconstructing the principles about how brands are constructed, take on meaning, and persevere is the core of this book and should be the exercise of anyone who wants to make a place for themselves in the expanding universe of branding. * Patrick Hanlon, founder Thinktopia, primalbranding.co, author, entrepreneur, investor * Offers the facts and reality of how brands are nowadays, how a brand is not just a brand anymore. * Joaquin E Bonilla, Executive Creative Director, Golin Romania * Minsky and Geva have written more than a book. It's a complete do-it-yourself MBA in branding. * Karen Mallia, Professor, Advertising + Brand Communications, University of South Carolina, and author of Leadership in the Creative Industries: Principles and practice * Offers just the kind of comprehensive, yet heartfelt and personal, approach to brand management that today's business students need to truly understand this concept. * David Aron, Professor of Marketing, Brennan School of Business, Dominican University * Detailed case studies, practical tools and tips, clear and direct writing without the industry speak, original and insightful essays by world-class branding experts combine to make this the most authoritative book on global brand management ever written. * Bryan Mattimore, author, 21 Days to a Big Idea, and Chief Idea Guy at Growth Engine Innovation Agency * This game-changing book clearly explains why new brand management approaches are needed, and convincingly shows how and why these approaches work. Extremely useful and insightful. * Jonathan Schroeder, William A Kern Professor of Communication, Rochester Institute of Technology, New York, co-author of From Chinese Brand Culture to Global Brands * If you are in need of a one-stop-shop of all concurrent brand management issues in a digital and fast changing world, don't look further. * Joeri Van Den Bergh, Co-founder and Managing Partner, InSites Consulting, author and speaker: How Cool Brands Stay Hot * This book covers a vast range of topics, from basic theoretical concepts of brand strategy and planning to the practicalities of brand management. Most importantly, though, it challenges the reader to think about brands from many angles and encourages a deeper curiosity about their psychological and sociological underpinnings. * Nick Liddell, Director of Consulting, The Clearing * A really good and comprehensive read about all aspects of this gift that culture has given to commerce. A good balance of theory and real-life examples that will interest every reader. * Jacob Benbunan, Co-founder and CEO, Saffron Consultants *

Author Information

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.

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