Overview

In theory, the Internet allows all brands to market internationally. But in practice, most companies struggle to compete outside their home market. Written from a marketing practitioner's perspective, International Brand Strategy evens the playing field with clear, actionable techniques to guide any organization going through the process. This book helps companies build sales in foreign markets, but just as important it helps them thrive by maintaining price integrity and building brand equity at the same time. With the guidance provided in International Brand Strategy companies hit the ground running in foreign markets. This provides a competitive advantage from day one, empowers companies to avoid costly mistakes, and saves months of trial and error. The book lays out a unique methodology for managing brands abroad that can be implemented for any product in any market. These methods have proven their value for companies large and small across six continents. The book guides readers with pragmatic models and a wealth of examples from global companies such as Target Canada, Unilever and Apple. International Brand Strategy was written for those who are planning to enter a new market and for those who are already there but wish to improve their brand's performance. It helps the reader recognize some of the most common pitfalls and how to avoid them, provides practical tips to understand the dynamics of price, product and value from a foreign buyer's perspective, and defines a conceptual framework to assess and improve brand equity at home and abroad.

Full Product Details

Author:   Sean Duffy
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Dimensions:   Width: 16.20cm , Height: 2.50cm , Length: 24.00cm
Weight:   0.655kg
ISBN:  

9781789666311

ISBN 10:   1789666317
Pages:   272
Publication Date:   03 January 2021
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: Preparation; Chapter - 01: Why brands fail abroad; Chapter - 02: The business case for entering a foreign market; Chapter - 03: Choosing the right market; Chapter - 04: The difference between domestic and international brand building; Chapter - 05: Defining an approach to international markets; Chapter - 06: Preparing the brand for travel; Section - TWO:: The new market; Chapter - 07: Understanding the mechanics of building brand equity abroad; Chapter - 08: Setting realistic expectations; Chapter - 09: Dealing with language; Chapter - 10: Assembling the right team; Chapter - 11: Segmenting the market and targeting; Chapter - 12: Understanding local buyers in foreign markets; Chapter - 13: Understanding local competitors from the buyer’s POV; Chapter - 14: Seeing your product from the local buyer’s POV; Chapter - 15: Seeing your product’s price from the local buyer’s POV; Chapter - 16: Seeing your brand’s value from the local buyer’s POV; Chapter - 17: Creating an international web presence; Chapter - 18: Responding to the market; Section - THREE:: Get moving; Chapter - 19: Engaging company leadership; Chapter - 20: A different type of management; Chapter - 21: The renewed importance of vision and mission; Chapter - 22: Distinguish between marketing and sales; Chapter - 23: Defining success; Chapter - 24: Evaluating risk; Section - FOUR:: Conclusion

Reviews

You're just about to enter a new market with your brand. Excited? Consider this: the odds are high that you will fail... So, if you don't want to become another sad statistic, then this book is a must-read! * Dr. Ana Iorga, CEO and Chief Neuroscientist, Buyer Brain and Co-editor & Author of Ethics in Neuromarketing * Sean writes from the perspective of someone who has pondered the vagaries of product naming while standing in a shop in rural Ethiopia, reimagined adapting automotive ad copy sitting in a sleek conference room in Sweden, and walked the streets of Beijing to meet with engineers to find insights on a client's QA testing. He's a practitioner who knows what works and why, and any marketer who wants to sell internationally or adapt a global brand locally would do well to follow his lead. * Jonathan Salem Baskin, President, Arcadia Communications Lab and Author of Branding Only Works on Cattle * The hyper-practical (and uber-inspiring!) guide to taking your brand global. (Hint: It's way more than running your website copy through Google Translate!) * Ann Handley, Chief Content Officer, Marketing Professors and Author of Everybody Writes * Sean Duffy removes all the fuzziness from marketing and brand management with his new book. He clearly demonstrates how to grow brands and how to grow as marketers. Recommended reading for anyone serious about building brands and business. * Veronika Tarnovskaya, International Marketing and Researcher and lecturer, docent, Lund University School of Economics and Management * This book is very practical with useful methodologies and concrete case studies. Marketers can take this book as a marketing bible for international market entry and operations. * Edward Zhang, Founder of ZEN.EST Public Relations * Value is as perceived in the eyes of the buyer, as the L'Oreals, Nestles, Unilevers and P&Gs of the world have discovered and learned to exploit. Sean Duffy shows you the way to do it too! He has condensed his 30 years of handling strategic marketing and brand development exercises over 6 continents in a slim, practical but comprehensive book. * Sanjay Kumar, Strategy and Operations and Professor, Delhi School of Business * If you are looking for the definitive hand guide on how to successfully market your brand across borders, this is it. * Elliot Polak, Chief Consultant, Social Dividend Global * Sean has captured both the how and, more importantly, the why in building successful multinational marketing efforts. * Peter Gerritsen, President, TAAN Worldwide * If you are a marketing practitioner, it will become your bedside reading... if you are a top executive, discover how you can build brand equity, intentionally, and if you are a business student, this may well be your passport to a successful international career! * Donovan Hawker, Founder, Hawkers & Partner and Lecturer, Sorbonne University (CELSA) * A must-read for every marketing and business leader growing their company across borders. * Nataly Kelly, VP of Localization, HubSpot and Author of Found in Translation *

A must-read for every marketing and business leader growing their company across borders. --Nataly Kelly, VP of Localization, HubSpot and Author of Found in Translation If you are a marketing practitioner, it will become your bedside reading... if you are a top executive, discover how you can build brand equity, intentionally, and if you are a business student, this may well be your passport to a successful international career! --Donovan Hawker, Founder, Hawkers & Partner and Lecturer, Sorbonne University (CELSA) If you are looking for the definitive hand guide on how to successfully market your brand across borders, this is it. --Elliot Polak, Chief Consultant, Social Dividend Global Sean has captured both the how and, more importantly, the why in building successful multinational marketing efforts. --Peter Gerritsen, President, TAAN Worldwide Sean writes from the perspective of someone who has pondered the vagaries of product naming while standing in a shop in rural Ethiopia, reimagined adapting automotive ad copy sitting in a sleek conference room in Sweden, and walked the streets of Beijing to meet with engineers to find insights on a client's QA testing. He's a practitioner who knows what works and why, and any marketer who wants to sell internationally or adapt a global brand locally would do well to follow his lead. --Jonathan Salem Baskin, President, Arcadia Communications Lab and Author of Branding Only Works on Cattle Sean Duffy removes all the fuzziness from marketing and brand management with his new book. He clearly demonstrates how to grow brands and how to grow as marketers. Recommended reading for anyone serious about building brands and business. --Veronika Tarnovskaya, International Marketing and Researcher and lecturer, docent, Lund University School of Economics and Management The hyper-practical (and uber-inspiring!) guide to taking your brand global. (Hint: It's way more than running your website copy through Google Translate!) --Ann Handley, Chief Content Officer, Marketing Professors and Author of Everybody Writes This book is very practical with useful methodologies and concrete case studies. Marketers can take this book as a marketing bible for international market entry and operations. --Edward Zhang, Founder of ZEN.EST Public Relations Value is as perceived in the eyes of the buyer, as the L'Oreals, Nestles, Unilevers and P&Gs of the world have discovered and learned to exploit. Sean Duffy shows you the way to do it too! He has condensed his 30 years of handling strategic marketing and brand development exercises over 6 continents in a slim, practical but comprehensive book. --Sanjay Kumar, Strategy and Operations and Professor, Delhi School of Business You're just about to enter a new market with your brand. Excited? Consider this: the odds are high that you will fail... So, if you don't want to become another sad statistic, then this book is a must-read! --Dr. Ana Iorga, CEO and Chief Neuroscientist, Buyer Brain and Co-editor & Author of Ethics in Neuromarketing

Author Information

Sean Duffy is founder and CEO of Duffy Agency, based in Boston MA, USA and Malmö, Sweden. He is Adjunct Professor in International Strategic Marketing at Lund University School of Economics & Management, Sweden and contributes to its Masters Programme in Entrepreneurship. He has served two terms as European Governor of TAAN Worldwide, and was previously creative director with MullenLowe Group / IPG, Sweden.

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