02304nam a22002297a 4500008004100000020001800041040000800059041000800067050001200075100004300087245012100130260005000251300006700301520137000368650006701738650005601805650005401861700004001915942000801955952009601963999001502059250711b        |||||||| |||| 00| 0 eng d  a9781398619715  cTBS  aeng  aHD69.B7  aMelchior Ray, Katherine925740eauthor  aBrand global, adapt local b: how to build brand value across cultures c/ Katherine Melchior Ray with Nataly Kelly.  aLondon ;aNew York, NY, bKogan Page, c2025.  a273 pages :billustrations, charts (black and white) ;c24 cm.  aBuilding 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. 0aBrand name productsxManagementxCross-cultural studies925741 0aBranding (Marketing)xCross-cultural studies925742 0aProduct managementxCross-cultural studies925743  aKelly, Natalyd1975-925744eauthor  2lcc  00102lcc4070aTBSbTBSd2025-07-11l0oHD69.B7 MELpB07588r2025-07-11t1w2025-07-11y1  c4850d4850