Auf Lager:
3
Buch (Softcover): Fachbuch
Brand Global, Adapt Local
How to Build Brand Value Across Cultures
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Verlag:
Kogan Page Unsere-Artikel-Nr.: L3YY634
EAN: 9781398619715
Auf Lager:
3
Zustellung: Fr, 22.05.2026
Versand: Kostenlos
CHF 51.67
Beschreibung
Building global brands provides companies with access to new markets, new opportunities and new ideas that can stimulate innovation and diversify revenue streams. However, with new opportunities comes additional challenges that marketers need to navigate in order to build an international brand. If a brand wants to thrive in an international market, it needs to understand the different consumers and the nuances of the cultures in which they live. The best brands in the world do this by remaining relentlessly curious about their customers and their markets, immersing themselves in the culture and embracing new and different ways of seeing, understanding and being. Learn how to develop this global mindset and how to build this into your marketing strategy from some of the world's leading global brands such as Nike, LVMH, Nestlé, Shiseido, Natura and Marriott. This book explores the challenges these brands faced across international markets and how they balance remaining true to their brand values with creating local resonance. Covering everything from how applying cultural understanding to interpreting data delivers exceptional consumer insight to how you can localize campaigns without losing the core brand identity, this book delivers all you need to know about scaling a brand globally packed full of powerful insight from leading marketers.
Spezifikationen
Sprache
- Englisch
Autor
- Katherine Melchior Ray
- Nataly Kelly
Auflage
- 1
Erscheinungsjahr
- 2025
Erscheinungsland
- Grossbritannien
Format
- Buch (Softcover)
Detailformat
- Softcover
Anzahl Seiten
- 296