Global Brand Strategy

World-wise Marketing in the Age of Branding

  • Jan-Benedict Steenkamp

Table of contents

  1. Front Matter
    Pages i-xxiv
  2. Jan-Benedict Steenkamp
    Pages 1-13
  3. Global Brand Building

    1. Front Matter
      Pages 15-18
    2. Jan-Benedict Steenkamp
      Pages 19-43
    3. Jan-Benedict Steenkamp
      Pages 45-73
    4. Jan-Benedict Steenkamp
      Pages 111-147
  4. Structures and Processes for Global Brand Building

    1. Front Matter
      Pages 149-150
    2. Jan-Benedict Steenkamp
      Pages 151-179
    3. Jan-Benedict Steenkamp
      Pages 181-208
    4. Jan-Benedict Steenkamp
      Pages 209-238
  5. Global Brand Performance

    1. Front Matter
      Pages 239-241
    2. Jan-Benedict Steenkamp
      Pages 243-273
    3. Jan-Benedict Steenkamp
      Pages 275-289
    4. Jan-Benedict Steenkamp
      Pages 291-296
  6. Back Matter
    Pages 297-319

About this book


What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses.

The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed?

World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today.

With case studies from around the world, Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. Provocative and timely, Global Brand Strategy will equip executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. The book speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.



emerging markets brand power brand equity portfolio strategy brand value consumers

Authors and affiliations

  • Jan-Benedict Steenkamp
    • 1
  1. 1.Kenan-Flagler Business SchoolUniversity of North Carolina at Chapell HillNorth CarolinaUSA

Bibliographic information

  • DOI
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2017
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Business and Management
  • Print ISBN 978-1-349-94993-9
  • Online ISBN 978-1-349-94994-6
  • Buy this book on publisher's site