Titlebook: Global Brand Strategy; World-wise Marketing Jan-Benedict Steenkamp Book 2017 The Editor(s) (if applicable) and The Author(s) 2017 emerging

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Corporate Social Responsibilityitive social associations can be more complicated than simply operating responsibly in the world. Firms must understand the multiple facets of CSR, how to operationalize CSR in the brand’s customer proposition, and how to leverage these associations to influence customer behavior. The chapter addresses these issues.

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Book 2017iques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally..What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible

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https://doi.org/10.1007/978-3-319-74331-8fectively, companies need to take the process seriously and make it a strategic priority. They should (1) assign global brand responsibility and leadership; (2) develop a global brand planning system; and (3) execute global brand strategies in local markets within a common framework.

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The COMET Framework: How Global Brands Create Valueheir firms, namely .ustomer, .rganizational, .arketing, .conomic, and .ransnational innovation (Fig. 1). The COMET framework helps executives to map out ways for their companies to create global brand value. This chapter describes all five ways and then provides a scorecard for management teams to step back and see their global brands anew.

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Global Brand Managementfectively, companies need to take the process seriously and make it a strategic priority. They should (1) assign global brand responsibility and leadership; (2) develop a global brand planning system; and (3) execute global brand strategies in local markets within a common framework.

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Global Marketing Mix Decisions: Global Integration, Not Standardization. The global brand executive, along with national marketing managers, should check carefully what degree of global integration is feasible for each element of the marketing mix. This chapter brings together pertinent insights and recommendations.

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