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Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures & Markets

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In Global Brand Strategy, Sicco van Gelder tackles this central issue head on. He shows how both global and local brand management need to agree on a common basis for their brand strategy and planning. Drawing on his extensive experience, he has created a unique framework—the Global Brand Proposition Model—which enables them to analyse their brand’s sensitivity and vulnerability to specific internal and external influences across a multitude of diverse markets and societies.

The model, which combines the strategic planning cycle with the brand environment, provides a powerful and practical tool that can be applied both globally and locally. Following the structure of the model, and filled with real-life global examples and case studies, the book comprises three parts. Part I shows how to undertake an internal analysis, Part II looks at the external analysis, and Part III covers the central issues of global brand strategy, such as:

  • taking a brand global;
  • harmonizing a global brand;
  • extending a global brand;
  • creating a new global brand.

About the Author

Sicco van Gelder runs a Netherlands-based global branding consultancy called Brand Meta. The company is based on his deeply held belief that brands play a key role in creating value for organizations and their various stakeholders. He is also a co-founder of Placebrands, a firm dedicated to helping cities, regions and countries define their purpose and achieve their full potential.

Sicco has previously held senior international research and consultancy positions with leading companies in Asia and Europe. He has lived, worked and traveled across four continents, and his exposure to their great diversity has helped him to develop his understanding of and sensitivity to differing cultural, motivational, economic, social and competitive issues.

His current work consists of advising and assisting his clients in their global and local brand analysis. He works closely with a client’s brand teams to conduct internal and external analyses and consult with global and local management. Sicco’s role is typically one of providing the analytical framework, facilitating workshops and consultation sessions, and advising on strategic options. Sicco has also contributed to Beyond Branding (Kogan Page), a book that challenges businesses to adopt new ways of meeting the needs of stakeholders and to operate with openness and integrity.

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