The new imperatives for global branding: Strategy, creativity and leadership


This paper argues that the combination of strategy, creativity and leadership is going to be the key to the success of global brands in the coming decade. It also states that one needs to understand how these three disciplines interact, and specifically how this interaction may differ across the markets where the brand is active.

This is a preview of subscription content, access via your institution.

Author information



Corresponding author

Correspondence to Sicco van Gelder.

Additional information

1runs a Netherlands-based global branding consultancy, Brand Meta ( He is also the co-founder of Placebrands Ltd, a firm dedicated to helping cities, regions and countries define their purpose and achieve their full potential. He is the author of ‘Global Brand Strategy — Unlocking Brand Potential Across Countries, Cultures and Markets’ (Kogan Page, 2003).

Rights and permissions

Reprints and Permissions

About this article

Cite this article

van Gelder, S. The new imperatives for global branding: Strategy, creativity and leadership. J Brand Manag 12, 395–404 (2005).

Download citation


  • brand
  • valuation
  • equity
  • electronic
  • management
  • e-branding
  • e-tailing
  • management
  • international
  • Internet
  • marketing
  • measurement
  • personality
  • consumers
  • advertising
  • fast moving
  • consumer goods
  • FMCG
  • brand-building
  • strategy