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Full Description
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.
Contents
Chapter - 00: Introduction - welcome to the global village;
Section - ONE: The foundation of marketing and branding;
Chapter - 01: What is marketing—and why does it matter?;
Chapter - 02: The what, why, and how of brand;
Section - TWO: Culture, consumers, and communication;
Chapter - 03: Lower the waterline - navigating cultural landscapes;
Chapter - 04: Back to basics - cross-cultural communication is anything but!;
Chapter - 05: The twenty-seconds rule - understanding the local consumer;
Section - THREE: Creating value across cultures;
Chapter - 06: Born in Borneo - innovating products for cultural value;
Chapter - 07: Give the customer a melon - service brings culture to life;
Chapter - 08: Found in translation - brand flexing across cultures;
Chapter - 09: How global is your website ? digital marketing across cultures;
Chapter - 10: Adding complexity - building a global B2B brand;
Section - FOUR: Connecting the global dots;
Chapter - 11: The two most important words in French - building teams across cultures;
Chapter - 12: Expanding horizons - building a global career;
Chapter - 13: Conclusion - the journey continues;
