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[ BOOK GLOBAL BRAND STRATEGY: WORLD-WISE MARKETING IN THE AGE OF BRANDING by JAN-BENEDICT STEENKAMP OVERVIEW ]

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Part One: Global Brand Building.- 2. The COMET Framework: How Global Brands Create Value.- 3. Customer Propositions for Global Brands.- 4. Global Marketing Mix Decisions: Global Integration, Not Standardization.- 5. Global Brand Building in the Digital Age.- Part Two: Structures and Processes for Global Brand Building.- 6. Organizational Structures for Global Brands.- 7. Global Brand Management.- 8. Corporate Social Responsibility.- Part Three: Global Brand Performance.- 9. Global Brand Equity.- 10. Global Brands and Shareholder Value.- 11. The Future of Global Brands

Overall, I highly recommend this book to any branding/marketing expert.

Name: Shopper’s Delight
Rating: 5.0 out of 5 stars
Title: Useful and well researched
Date: Reviewed in the United States 🇺🇸 on November 30, 2022
Review: Really enjoyed this for a global brand perspective that is well researched and easy to read

Name: Zulhamri
Rating: 4.0 out of 5 stars
Title: amazing book to read
Date: Reviewed in the United States 🇺🇸 on June 25, 2019
Review: I like this book and very useful for undergraduate students

Name: Prof S. M. Burgess
Rating: 5.0 out of 5 stars
Title: A very practical book from a global thought leader on brands
Date: Reviewed in the United States 🇺🇸 on April 13, 2018
Review: Steenkamp is recognized as a global authority on branding and for the practical insights of is work.

This book is timely. The global marketing environment is vastly more complex and dynamic that ever before. Even if a firm chooses to do business in one country, management must sufficiently understand global markets well enough to answer two important questions. How can firms build strong brands in this complexity? How can marketing investments in brands be related to financial and non-financial performance?

“Global Brand Strategy” provides a practical framework, techniques, and tools to help managers develop strategies that are sufficiently dynamic and flexible enough to adapt to today’s diverse and rapidly-changing markets.

Part 1 of the book focuses on global brand building. Managers will appreciate Steenkamp’s practical approach. He provides recent examples from around the world to illustrate principles. Tables and figures help explain complex concepts in a way that will help any manager design effective brand-building strategies.

Part 2 of the book focuses on structures and processes that are required to implement brand strategies effectively. Readers will especially appreciate the way Steenkamp organizes the writing around his new COMET framework (Customer preference, Organizational benefits, Marketing benefits, Economies of scale, Transnational innovation). The COMET framework comprises five dimensions of value creation that drive effective global brand strategies. The simplicity of the many tables and checklists belies the powerful insights to be gain in applying these tools to make sense of markets and the implications for effective brand strategies.

Easily understood and applied in practice, the COMET framework focuses the firm’s attention on the most important issues driving effective global brand strategies, drawing on a rigorous understanding of the most recent developments in marketing science. Whether the reader is a C-suite executive or someone who aspires to make contributions at that level, Global Brand Strategy will provide tools and techniques that will help improve brand strategies and the ability to demonstrate the contributions of marketing investments to firm performance.

Name: Nirmalya Kumar
Rating: 5.0 out of 5 stars
Title: and a useful framework for managers
Date: Reviewed in the United States 🇺🇸 on May 29, 2017
Review: Global brands are ubiquitous and an important subject. This is the first book on global brands that combines the academic research, fascinating examples, and a useful framework for managers. Prof Steenkamp has produced what is for now the authoritative work on this subject. Highly recommended to anyone who either manages global brands or competes against them.