Synopses & Reviews
Mr van Gelder's book is a triumph - truly a 'bible' for anyone in the business of creating or managing international brands. It manages to cover most of the existing ground without being in the least tedious, and proposes a great many innovative yet eminently sensible new structures and tools for making the whole process far less opaque than ever before. Global Brand Strategy is surely the definitive new work on the subject, and should be considered obligatory reading for academics and practitioners alike.-- Simon Anholt, Chairman, Earthspeak and author of Brand New Justice Sicco van Gelder places many of marketing's theories into a brand context, where they should be, for brands interface between the consumer and the corporation. His analyses are accurate and enlightening explained in a clear, concise fashion without being unduly simplified for advanced marketers. While there are now an increasing number of books on global business with global examples, Mr van Gelder bases Global Brand Strategy on first-hand experience and in-depth examples, going beyond many other authors in branding and marketing. -- Jack Yan, CEO, Jack Yan & Associates I enjoyed reading the book - in particular I liked the Far Eastern examples; such a refreshing change from the normal cases you read about. -- Nicholas Ind, author of Living the Brand Brand managers operating across cultures can find themselves facing a multitude of complex issues. Aiming to clarify this situation, Global Brand Strategy is the first book to provide a rigorous analytical framework that can be used comparatively across markets to reveal the factors that are most significant to particular types of brands. Contents include brandenvironment; brand expression; brand domain; brand reputation; brand affinity; brand recognition; local brand management; and global brand management.
""Van Gelder (an international branding consultant) provides literally dozens of examples of branding that demonstrate his expertise and knowledge and his connections with well-known business clients."" -- Choice
""For all those involved in global brand management, the local management of a global brand, or the management of a local brand faced with foreign competition, Global Brand Strategy provides not only a robust framework for analyzing the complexities, but also much fresh and original thinking. For students of international business and marketing, it will aid their understanding of our multi-cultural world and help them to discard any ethnocentric thinking."" -- placebrands.net
About the Author
Sicco Van Gelder is the founder of Brand Meta, a consulting firm specialized in global brand strategy. He has served clients such as ABN AMRO Bank, Braun, De Beers, Du Pont, Johnson and Johnson, Hallmark Cards, Heineken, KPN Telecom, Philips, Randstad and Sony Music. He has conducted projects for clients in North and South America, West and Eastern Europe and Asia-Pacific. He is a member of the Association of Chief Brand Officers.