02199nam a22002177a 4500 250711b |||||||| |||| 00| 0 eng d 9781398619715 TBS eng HD69.B7 Melchior Ray, Katherine 25740 author Brand global, adapt local : how to build brand value across cultures / Katherine Melchior Ray with Nataly Kelly. London ; New York, NY, Kogan Page, 2025. 273 pages : illustrations, charts (black and white) ; 24 cm. Building global brands provides companies with access to new markets, new opportunities and new ideas that can stimulate innovation and diversify revenue streams. However, with new opportunities comes additional challenges that marketers need to navigate in order to build an international brand. If a brand wants to thrive in an international market, it needs to understand the different consumers and the nuances of the cultures in which they live. The best brands in the world do this by remaining relentlessly curious about their customers and their markets, immersing themselves in the culture and embracing new and different ways of seeing, understanding and being. Learn how to develop this global mindset and how to build this into your marketing strategy from some of the world's leading global brands such as Nike, LVMH, Nestlé, Shiseido, Natura and Marriott. This book explores the challenges these brands faced across international markets and how they balance remaining true to their brand values with creating local resonance. Covering everything from how applying cultural understanding to interpreting data delivers exceptional consumer insight to how you can localize campaigns without losing the core brand identity, this book delivers all you need to know about scaling a brand globally packed full of powerful insight from leading marketers. Brand name products Management Cross-cultural studies 25741 Branding (Marketing) Cross-cultural studies 25742 Product management Cross-cultural studies 25743 Kelly, Nataly 1975- 25744 author lcc 0 0 lcc 0 0 TBS TBS 2025-07-11 0 HD69.B7 MEL B07588 2025-07-11 1 2025-07-11 1 4850 4850