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Full Description
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.
Contents
Section - ONE: Preparation;
Chapter - 01: Why brands fail abroad;
Chapter - 02: The business case for entering a foreign market;
Chapter - 03: Choosing the right market;
Chapter - 04: The difference between domestic and international brand building;
Chapter - 05: Defining an approach to international markets;
Chapter - 06: Preparing the brand for travel;
Section - TWO:: The new market;
Chapter - 07: Understanding the mechanics of building brand equity abroad;
Chapter - 08: Setting realistic expectations;
Chapter - 09: Dealing with language;
Chapter - 10: Assembling the right team;
Chapter - 11: Segmenting the market and targeting;
Chapter - 12: Understanding local buyers in foreign markets;
Chapter - 13: Understanding local competitors from the buyer's POV;
Chapter - 14: Seeing your product from the local buyer's POV;
Chapter - 15: Seeing your product's price from the local buyer's POV;
Chapter - 16: Seeing your brand's value from the local buyer's POV;
Chapter - 17: Creating an international web presence;
Chapter - 18: Responding to the market;
Section - THREE:: Get moving;
Chapter - 19: Engaging company leadership;
Chapter - 20: A different type of management;
Chapter - 21: The renewed importance of vision and mission;
Chapter - 22: Distinguish between marketing and sales;
Chapter - 23: Defining success;
Chapter - 24: Evaluating risk;
Section - FOUR:: Conclusion
