Global Brand Strategy

Jan-Benedict E.M. Steenkamp is the C. Knox Massey Distinguished Professor of Marketing and Marketing Area Chair at the University of North Carolina’s Kenan-Flagler Business School, Executive Director of AiMark, and Fellow at iSIG, Fudan University (Shanghai). Jan-Benedict has received an honorary doctorate and an array of lifetime achievement honors, including from the Royal Netherlands Academy of Sciences and the American Marketing Association. He is rated the most influential marketing scholar in the last decade. He is a valued banding and strategy consultant and his work has been featured in the Harvard Business Review, The Wall Street Journal, The Financial Times, The Economist, The New York Times, and numerous other outlets.

• Part One: Global Brand Building.- 2. The COMET Framework: How Global Brands Create Value.- 3. Customer Propositions for Global Brands.- 4. Global Marketing Mix Decisions: Global Integration, Not Standardization.- 5. Global Brand Building in the Digital Age.- Part Two: Structures and Processes for Global Brand Building.- 6. Organizational Structures for Global Brands.- 7. Global Brand Management.- 8. Corporate Social Responsibility.- Part Three: Global Brand Performance.- 9. Global Brand Equity.- 10. Global Brands and Shareholder Value.- 11. The Future of Global Brands