Abstract
If the organizational structure is the anatomy of the firm, the management processes are its physiology. Thus, effective global brand management is as integral to a multinational’s success as its short term capital management and long-term investment plan. Failure to do so inevitably leads to clotting, weakening, and mediocrity. Yet only 10 % of companies believe they have the full complement of executional capabilities required to win overseas. Global brands without effective management are truly vulnerable to globally integrated powerhouses and nimble local brands. To manage global brands effectively, companies need to take the process seriously and make it a strategic priority. They should (1) assign global brand responsibility and leadership; (2) develop a global brand planning system; and (3) execute global brand strategies in local markets within a common framework.
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Notes
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I use Interbrand for the comparison because Millward Brown BrandZ does not go back to 2000.
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Steenkamp, JB. (2017). Global Brand Management. In: Global Brand Strategy. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-349-94994-6_7
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DOI: https://doi.org/10.1057/978-1-349-94994-6_7
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