Global Brand Management

THE FUTURE SUCCESS OF GLOBAL BRANDS WILL DEPEND ON
BRAND MANAGERS'' UNDERSTANDING OF CULTURAL CONTEXT
AND ITS INTEGRATION INTO A DYNAMIC BRAND MANAGEMENT
SYSTEM.
Brands can no longer be treated as static constructs
created by marketers. Instead, brands need to be
understood as evolving systems that interact with
their surroundings. As much as by their original
creators, brands are shaped by their stakeholders
and other influencing factors - in short, by
context. With the rise of global trade, more and
more brands are introduced to new cultural contexts.
These new cultural settings have to be thoroughly
analyzed and taken into account when managing brands
globally. This book offers a framework model to
examine and manage brands in different cultural
settings.

Autorentext
The author studied communication & marketing at the University of Arts Berlin, the Queensland University of Technology (Australia) and the Royal Melbourne Institute of Technology (Australia). He started his professional career with Beiersdorf AG in 2006. Since then he has been working on product management assignments in Shanghai and Hamburg.

Klappentext
THE FUTURE SUCCESS OF GLOBAL BRANDS WILL DEPEND ON BRAND MANAGERS' UNDERSTANDING OF CULTURAL CONTEXT AND ITS INTEGRATION INTO A DYNAMIC BRAND MANAGEMENT SYSTEM. Brands can no longer be treated as static constructs created by marketers. Instead, brands need to be understood as evolving systems that interact with their surroundings. As much as by their original creators, brands are shaped by their stakeholders and other influencing factors - in short, by context. With the rise of global trade, more and more brands are introduced to new cultural contexts. These new cultural settings have to be thoroughly analyzed and taken into account when managing brands globally. This book offers a framework model to examine and manage brands in different cultural settings.