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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The COMET Framework: How Global Brands Create Values may not even know or may not care that a brand is globally available. And many global brands, such as Aldi, Pampers, Gillette, Dove, and Heinz do not tout their globalness, perhaps because some customers reject global brands as signs of cultural homogenization or foreign hegemony. A singular focus

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Customer Propositions for Global Brandscessful fall into one of five categories, which I refer to as value, mass, premium, prestige, and fun brands. Each of these targets a different global segment defined by the segment’s universal needs, ranging from the biggest value per dollar to the most fun per dollar. The chapter highlights the di

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Global Marketing Mix Decisions: Global Integration, Not Standardizationng mix activities across countries. This requires a mindset that is oriented toward looking for cross-national similarities, not differences. Cross-national differences in behavior may disguise potential for a globally integrated approach. Ask your team, “Is our target segment happy with the outcome

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Global Brand Building in the Digital Agespace is reshaping how organizations go global with their brands. Any chapter written about digital branding strategies runs the risk of obsolescence before it hits the printer. Specific digital platforms and tools for global brand building change rapidly over time. Just look at the rollout of socia

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Global Brand Management integral to a multinational’s success as its short term capital management and long-term investment plan. Failure to do so inevitably leads to clotting, weakening, and mediocrity. Yet only 10 % of companies believe they have the full complement of executional capabilities required to win overseas.

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Corporate Social Responsibility enough. Constituents expect corporations to address environmental and social problems linked to whatever they sell and however they conduct business. Corporate social responsibility (CSR) refers to voluntary actions—that is, actions not required by law—that attempt to further some social good, coun

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