In theory, the Internet allows all brands to market internationally. But
in practice, most companies struggle to compete outside their home
market. Written from a marketing practitioner's perspective,
International Brand Strategy evens the playing field with clear,
actionable techniques to guide any organization going through the
process. This book helps companies build sales in foreign markets, but
just as important it helps them thrive by maintaining price integrity
and building brand equity at the same time.
With the guidance provided in International Brand Strategy
companies hit the ground running in foreign markets. This provides a
competitive advantage from day one, empowers companies to avoid costly
mistakes, and saves months of trial and error. The book lays out a
unique methodology for managing brands abroad that can be implemented
for any product in any market. These methods have proven their value for
companies large and small across six continents. The book guides readers
with pragmatic models and a wealth of examples from the Americas,
Europe, and Asia.
International Brand Strategy was written for those who are
planning to enter a new market and for those who are already there but
wish to improve their brand's performance. It helps the reader recognize
some of the most common pitfalls and how to avoid them, provides
practical tips to understand the dynamics of price, product and value
from a foreign buyer's perspective, and defines a conceptual framework
to assess and improve brand equity at home and abroad.
