000			02199nam a22002177a 4500
008			250711b |||||||| |||| 00| 0 eng d
020			_a9781398619715
040			_cTBS
041			_aeng
050			_aHD69.B7
100			_aMelchior Ray, Katherine _925740 _eauthor
245			_aBrand global, adapt local _b: how to build brand value across cultures _c/ Katherine Melchior Ray with Nataly Kelly.
260			_aLondon ; _aNew York, NY, _bKogan Page, _c2025.
300			_a273 pages : _billustrations, charts (black and white) ; _c24 cm.
520			_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.
650		0	_aBrand name products _xManagement _xCross-cultural studies _925741
650		0	_aBranding (Marketing) _xCross-cultural studies _925742
650		0	_aProduct management _xCross-cultural studies _925743
700			_aKelly, Nataly _d1975- _925744 _eauthor
942			_2lcc
999			_c4850 _d4850