By Jan-Benedict Steenkamp
Steenkamp introduces the worldwide model price chain and explains how model fairness components into shareholder price. The publication equips executives with ideas for constructing approach, organizing execution, and measuring effects in order that your model will prosper globally.
What units robust worldwide manufacturers aside? First, they generate greater than part their profit and so much in their development open air their domestic marketplace. Secondly, their model fairness is chargeable for an incredible percent in their firm’s industry price. 3rd, they function as unmarried manufacturers in all places on this planet. we discover them in B2C and B2B industries, between huge and small businesses, and between proven businesses and new businesses.
The stewards of those manufacturers have a collection of abilities and information that units them except the common company marketer. So what’s their mystery? In a global that's globalizing, yet no longer but globalized, how do you construct a robust international model that resonates universally but additionally comprises neighborhood nuances? How do you make sure that it's dynamic and versatile adequate to alter at marketplace speed?
World-class advertising specialist Jan-Benedict Steenkamp has studied worldwide manufacturers for over 25 years on six continents. He has distilled their practices into 8 instruments so that you can begin utilizing today.
With case reports from all over the world, Steenkamp’s e-book is provocative and well timed. worldwide model procedure speaks to 3 varieties of B2C and B2B managers: those that are looking to increase already powerful international manufacturers, those that are looking to release their manufacturers globally and get effects, and those that have to revive their international model and prevent the bleeding.
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Additional info for Global Brand Strategy: World-wise Marketing in the Age of Branding
Even if the Sany equipment were superior in features, price, service, and warranty, you would still hesitate to buy it because if the Sany equipment broke down, it would be your fault and put your job at risk After all, why did you risk the project by buying this second-tier brand? If the Cat excavator broke down, it would be Caterpillar’s fault, and your job would be secure. ” 1 The Cambrian Explosion of Brands 11 The Global Competition for Consumers and Business Customers In the twenty-first century global integration means truly the entire world, not just the West.
Most have a good sense of one or two areas in which their brand may excel or may need help. But if pressed, many (understandably) would find it difficult even to identify all of the factors they should be considering. When you’re immersed in the day-to-day management of a brand, it’s not easy to keep in perspective all the parts that affect the whole. 1 poses a series of statements about your brand’s actual performance on each facet of the COMET dimensions. Give the scorecard to a group of managers from different functions and different locales (headquarters, major-country subsidiaries) and aggregate the results.
Communities hold global brands to a higher standard because of their great visibility and impact on societies around the world. In Part III, I examine the performance of global brands. Financial markets demand ever greater accountability for the huge investments the firm makes in global brand building. Chapter 9, “Global Brand Equity,” focuses on global brand equity, the goodwill adhering to the global brand. Chapter 10, “Global Brands and Shareholder Value,” covers what the C-suite cares most about, the creation of shareholder value.