Steenkamp introduces the worldwide model worth chain and explains how model fairness elements into shareholder price. The booklet equips executives with thoughts for constructing procedure, organizing execution, and measuring effects in order that your model will prosper globally.
What units powerful international manufacturers aside? First, they generate greater than part their profit and such a lot in their progress outdoor their domestic marketplace. Secondly, their model fairness is liable for an immense percent in their firm’s marketplace worth. 3rd, they function as unmarried manufacturers in every single place on this planet. we discover them in B2C and B2B industries, between huge and small businesses, and between verified businesses and new businesses.
The stewards of those manufacturers have a collection of abilities and information that units them except the common company marketer. So what’s their mystery? In a global that's globalizing, yet now not but globalized, how do you construct a strong international model that resonates universally but in addition comprises neighborhood nuances? How do you make sure that it's dynamic and versatile adequate to alter at marketplace speed?
World-class advertising specialist Jan-Benedict Steenkamp has studied international manufacturers for over 25 years on six continents. He has distilled their practices into 8 instruments so you might begin utilizing today.
With case stories from around the globe, Steenkamp’s booklet is provocative and well timed. worldwide model technique speaks to 3 varieties of B2C and B2B managers: those that are looking to advance already robust international manufacturers, those that are looking to release their manufacturers globally and get effects, and people who have to revive their worldwide model and forestall the bleeding.