Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets [Hardcover]

Sicco van Gelder (Author)

Book Description

ISBN-10: 0749440236 | ISBN-13: 978-0749440237 | Publication Date: October 6, 2003

"For all those involved in global brand management, the local management of a global brand, or the management of a local brand faced with foreign competition, Global Brand Strategy provides not only a robust framework for analyzing the complexities, but also much fresh and original thinking. For students of international business and marketing, it will aid their understanding of our multi-cultural world and help them to discard any ethnocentric thinking." -- placebrands.net

Editorial Reviews

Review

"Van Gelder (an international branding consultant) provides literally dozens of examples of branding that demonstrate his expertise and knowledge and his connections with well-known business clients." -- Choice

About the Author

Sicco van Gelder is a global brand strategy consultant. He has held senior positions with agencies in Asia and Europe and has served public and private sector clients in North and South America, West and Eastern Europe and across the Asia-Pacific region. He is the author of Global Brand Strategy--Unlocking Brand Potential Across Countries, Cultures and Markets (2003, Kogan Page).

Product Details

• Hardcover: 260 pages
• Publisher: Kogan Page Business Books (October 6, 2003)
• Language: English
• ISBN-10: 0749440236
• ISBN-13: 978-0749440237
• Product Dimensions: 9.7 x 6.1 x 1 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #2,314,609 in Books (See Top 100 in Books)

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

4.0 out of 5 stars Insightful!, August 4, 2004

By 

Rolf Dobelli "getAbstract" (Switzerland) - See all my reviews
(HALL OF FAME REVIEWER)    (TOP 500 REVIEWER)    (REAL NAME)   

This review is from: Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets (Hardcover)

Sicco Van Gelder has written the definitive textbook on analyzing global branding strategy. Packed with examples, in-depth case studies and hypothetical branding projects, this book will prove useful to companies entering global markets or launching global brands. From the stunning worldwide success of the Sony Walkman to the dismal global failure of New Coke, Van Gelder scrutinizes the factors that shape a global brand. He issues a timely reminder that local cultures and consumers differ, and that branding must account for local differences in multiple markets. Note that this is a textbook, not a manual. The author explains his "global brand proposition model" in minute detail, which can get a little dense and repetitive at times. While the final chapters contain several useful illustrations of the analytical model in action, this is not a how-to book. Nevertheless, we believe this thoughtful tome deserves a spot on the reference shelf of brand specialists and marketers, as well as the executives of any company that operates in more than one country.

5.0 out of 5 stars Great Seller, Great Product., March 4, 2010

By 

G. Chapa (Madison, WI) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures & Markets (Paperback)

A++++,Fast shipping, product was in the shape it was described in the product quality. I recommend this seller.

2 of 2 people found the following review helpful:

5.0 out of 5 stars A hands-on advisory guide, April 5, 2004

By 

Midwest Book Review (Oregon, WI USA) - See all my reviews

This review is from: Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets (Hardcover)

Sicco van Gelder is the expert who runs Brand Meta, a Netherlands-based global branding consultancy. In Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures & Markets, Gelder draws upon his many years of experience and expertise to write an authoritative and "user friendly" business guide to creating brand expression, develop marketing strategies and implementations in a global market. Especially recommended reading for business managers seeking to master an international legacy of name recognition, individual chapters deftly cover the importance of brand reputation, affinity, name recognition, the unique roadblocks to making a local brand global, and so much more in this hands-on advisory guide written directly from experience and a proven record of corporate success.