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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Global Brand Equityories of equity: customer-based brand equity, sales-based brand equity, and profit-based brand equity. These components are critical for global leaders to understand as they analyze the economics of their brand. This chapter discusses the components and provides tools and frameworks to quantify them

低三下四之人

Book 2017do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed?.World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents.

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Carl-Jochen Winter,Joachim Nitschlerated dramatically. The world has witnessed a “Cambrian explosion” of brands. The digital revolution of the twenty-first century with cheap mobiles, big data, social media, and global connectivity has further accelerated this process. Brands have become ubiquitous in today’s marketplace. And analy