International Brand Strategy: A Guide to Achieving Global Brand Growth (Paperback)
  • International Brand Strategy: A Guide to Achieving Global Brand Growth (Paperback)
zoom

International Brand Strategy: A Guide to Achieving Global Brand Growth (Paperback)

(author)
£29.99
Paperback 272 Pages / Published: 03/01/2021
  • 10+ in stock
  • Free UK delivery

Available

  • This item has been added to your basket
Your local Waterstones may have stock of this item. Please check by using Click & Collect
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.

Publisher: Kogan Page Ltd
ISBN: 9781789666298
Number of pages: 272
Weight: 420 g
Dimensions: 233 x 156 x 15 mm


MEDIA REVIEWS
"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) *
"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 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 *
"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 *
"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 *
"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 *
"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 *
"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 *

You may also be interested in...

Hegarty on Creativity
Added to basket
Everybody Writes
Added to basket
£18.99
Hardback
Brilliant Selling
Added to basket
£12.99
Paperback
Contagious
Added to basket
£9.99
Paperback
The 22 Immutable Laws Of Marketing
Added to basket
Hooked
Added to basket
£12.99
Hardback
Brand Psychology
Added to basket
£29.99
Paperback
Selling
Added to basket
DK
£5.99
Paperback
Brand Gap, The
Added to basket
£21.99
Paperback
Web Marketing All-in-One For Dummies
Added to basket
How Brands Grow
Added to basket
£24.99
Hardback
Growth Hacker Marketing
Added to basket
Essentials of Marketing
Added to basket
The Fire Engine That Disappeared
Added to basket

Please sign in to write a review

Your review has been submitted successfully.