Branding Across Borders : A Guide to Global Brand Marketing

by Gregory, James R.; Wiechmann, Jack G.

• ISBN13: 9780658009457
• ISBN10: 0658009451
• Edition: 1st
• Format: Hardcover
• Copyright: 2001-11-09
• Publisher: McGraw-Hill

Summary

Written by one of today's leading authorities on global brandingEstablishing and managing a global brandshy;shy;is made more challenging by the cultural, political, and economic differences that exist among the world's consumers. Branding Across Borders addresses the issue of global branding head-on, going beyond the brand itself to address how a corporation must fine-tune its own organizational structure before it can effectively extend and manage its brands in the global marketplace.Branding Across Borders offers key insights on developing a powerful, memorable global brand strategy. Executives of all levels can look to it for:A 10-step strategy for communicating a brand in an interactive world Examples of successful global branding as practiced by today's leading international marketersKey insights from the Corporate Branding IndexTMshy;shy;an annual survey designed to spotlight vital branding practices and statisticsticsticstics

Author Biography

James R. Gregory is the founder and CEO of Corporate Branding LLC, a firm specializing in brand strategy and communications. Recognized as one of the world's leading experts in the execution of successful corporate branding programs, Gregory has been quoted in leading publications including BusinessWeek, the Wall Street Journal, the New York Times, Forbes, Fortune, Advertising Age, and others. A popular speaker and the author of a number of studies on corporate branding and corporate image advertising for BusinessWeek, he is the coauthor of Marketing Corporate Image and Leveraging the Corporate Brand.

Jack G. Wiechmann is a forty-year veteran of the advertising industry. He is the coauthor (with James R. Gregory) of Marketing Corporate Image and Leveraging the Corporate Brand.

Table of Contents

Foreword	xv
Acknowledgments	xix
Introduction	xxi
Managing the Global Brand	1	(24)
Hot Topics	2	(1)
Drivers of Growth	3	(2)
Some Puzzling Dilemmas	5	(1)
The Value of the Brand	5	(2)
Five Key Market Trends	7	(2)
A Value-Added Tool	9	(1)
But We Already Have a Brand!	9	(6)
Growing the Global Brand	15	(2)
The Communications Challenge	17	(1)
Stewardship of the Brand	18	(3)
Real Life in the Global Marketplace	21	(1)
Ten Key Points to Review and Remember	22	(3)
Ten Keys, Seven Steps, and Other Guides	25	(24)
Ten Keys to a Strong Brand	27	(1)
Complex Challenges	28	(2)
Seven Steps to a Global Brand	30	(11)
Building a Brand Platform	41	(4)
Ten Key Points to Review and Remember	45	(4)
Bottom Line on Corporate Brand Investment	49	(18)
Three Favorability Measures	50	(1)
Relating Corporate Communications to Corporate Image	51	(1)
A Positive Association	52	(3)
Favorability Shows Similar Pattern	55	(2)
Relating Corporate Image to Business Results	57	(4)
Relating Corporate Image to Stock Market Valuation	61	(3)
Overall Impact on Shareholder Value	64	(1)
Ten Key Points to Review and Remember	65	(2)
Cultures, Values, and More	67	(20)
Selling Cultural Cachets	68	(2)
New Customers for the Golden Arches	70	(2)
A Seamless Culture	72	(1)
Little Things Mean a Lot: 1	72	(1)
Little Things Mean a Lot: 2	73	(1)
A Common Mission	74	(2)
Struggles over Culture	76	(1)
Different Issues in Each Market	77	(1)
Perception or Reality?	77	(1)
A Single Ad Campaign	78	(1)
Answering Questions	79	(1)
Creative Pitfalls	80	(1)
Political Implications	80	(1)
Legal Quicksand	81	(1)
Ordering Global Business Ethics	82	(2)
Ten Key Points to Review and Remember	84	(3)
Talent: The Real Global Challenge	87	(10)
A War for Talent	88	(1)
Plenty of Perks	88	(1)
Distance Education	89	(1)
Clear Communication	90	(1)
A Shrinking Pool of Skilled Talent	90	(2)
Roadblocks to Success	92	(1)
The Biggest Constraint	93	(1)
An Increase in Expatriants	93	(1)
A Basic Human Resources Strategy	94	(1)
Ten Key Points to Review and Remember	95	(2)
The Emerging Global Customer	97	(24)
Technology Is Omnipresent	98	(1)
An Absolute Reflection of Your Brand	99	(1)
Building an On-line Network	100	(1)
A Road to Monopoly?	101	(1)
A Single, 24-Hour Global Market	102	(1)
The Internet Century	103	(1)
Brand Relationships on the Web	104	(2)
Two Types of Brands	106	(3)
Take Your World with You	109	(2)
Setting Up a B2B Initiative	111	(1)
A Common Look and Feel	111	(6)
A Bridge to E-Business	117	(2)
Ten Key Points to Review and Remember	119	(2)
Communicating the Brand in an Interactive World	121	(20)
Ten-Step Strategy	122	(1)
An Investment in Brand Communications	123	(1)
An Interactive Medium	124	(8)
Defining Core Values	132	(1)
Communicating Core Values	133	(1)
Sharing Strategic Vision	134	(1)
The Personal Approach	135	(1)
Repeat the Message	136	(1)
Consultation and Consensus	137	(2)
Ten Key Points to Review and Remember	139	(2)
Merging the Brands	141	(22)
Cross-Culture Integration	142	(1)
``Merger of Equals''	143	(6)
A Manageable Process	149	(1)
Make the Brand Part of the Deal	150	(1)
Corporate Brand as Lifeline	151	(1)
The Brand as the Spirit of the Merger	151	(1)
Exploit Initial Interest	152	(1)
Leverage the Brand	153	(1)
Create Internal Buy-In	154	(1)
Avoid the Schizophrenic Brand	155	(1)
Communicate the Brand for Keeps	156	(1)
A New Kind of Global Thinking	156	(1)
Building Bridges	157	(1)
Bottom Line Value	157	(1)
Another Internet Marketplace	158	(2)
Ten Key Points to Review and Remember	160	(3)
The Board and the Brand	163	(14)
Obstacles to the Nonnational	165	(1)
Long-Term Plan and Commitment	166	(1)
A Delicate Balance	167	(1)
The Measure of Corporate Governance	168	(1)
Global Business Ethics Codes	169	(1)
A Three-Way Balance of Power	170	(1)
Communicating Corporate Performance	170	(1)
Get the Board on Board	171	(3)
Ten Key Points to Review and Remember	174	(3)
Brands in Decline, Protests, and Assorted Crises	177	(14)
An Unrealistic Premise?	180	(1)
Brand Battered by a Backlash	180	(2)
Open Markets	182	(1)
Nike Just Ain't Cool	183	(1)
Don't Doubt Activists' Clout	184	(1)
An Issue of Survival	185	(1)
Incubator for Crisis	186	(1)
Global Conspiracy?	186	(1)
Victims of Their Own Largesse	187	(1)
Listen and Do No Harm	188	(1)
Ten Key Points to Review and Remember	189	(2)
Digital Asset Management: Tool for Global Branding	191	(8)
An On-line Library	192	(1)
Savings in Time and Money	192	(1)
Impact on Brand Management	193	(1)
Two Keys: Consistency and Relevance	194	(1)
DAM: A Concept for the Future	194	(1)
A Scalable Suite of Applications	195	(1)
Ten Key Points to Review and Remember	196	(3)
Focus on the Future	199	(14)
Top of the Food Chain	200	(2)
Evolving Global Strategies	202	(1)
A Form of Chaos	203	(1)
The Critical Issue	203	(1)
A New Generation of Leaders	204	(1)
An Upward Spiral	205	(1)
The Narrowing ``Brandwidth''	206	(1)
A New Kind of Senior Officer	207	(2)
Don't Let the Future Just Happen	209	(1)
Ten Key Points to Review and Remember	210	(3)
Selected Reading List	213	(2)
Notes	215	(8)
Credits	223	(2)
Index	225