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Tables of Contents for Branding Across Borders
Chapter/Section Title
Page #
Page Count
Foreword
xv
Acknowledgments
xix
Introduction
xxi
Managing the Global Brand
1
24
Hot Topics
2
1
Drivers of Growth
3
2
Some Puzzling Dilemmas
5
1
The Value of the Brand
5
2
Five Key Market Trends
7
2
A Value-Added Tool
9
1
But We Already Have a Brand!
9
6
Growing the Global Brand
15
2
The Communications Challenge
17
1
Stewardship of the Brand
18
3
Real Life in the Global Marketplace
21
1
Ten Key Points to Review and Remember
22
3
Ten Keys, Seven Steps, and Other Guides
25
24
Ten Keys to a Strong Brand
27
1
Complex Challenges
28
2
Seven Steps to a Global Brand
30
11
Building a Brand Platform
41
4
Ten Key Points to Review and Remember
45
4
Bottom Line on Corporate Brand Investment
49
18
Three Favorability Measures
50
1
Relating Corporate Communications to Corporate Image
51
1
A Positive Association
52
3
Favorability Shows Similar Pattern
55
2
Relating Corporate Image to Business Results
57
4
Relating Corporate Image to Stock Market Valuation
61
3
Overall Impact on Shareholder Value
64
1
Ten Key Points to Review and Remember
65
2
Cultures, Values, and More
67
20
Selling Cultural Cachets
68
2
New Customers for the Golden Arches
70
2
A Seamless Culture
72
1
Little Things Mean a Lot: 1
72
1
Little Things Mean a Lot: 2
73
1
A Common Mission
74
2
Struggles over Culture
76
1
Different Issues in Each Market
77
1
Perception or Reality?
77
1
A Single Ad Campaign
78
1
Answering Questions
79
1
Creative Pitfalls
80
1
Political Implications
80
1
Legal Quicksand
81
1
Ordering Global Business Ethics
82
2
Ten Key Points to Review and Remember
84
3
Talent: The Real Global Challenge
87
10
A War for Talent
88
1
Plenty of Perks
88
1
Distance Education
89
1
Clear Communication
90
1
A Shrinking Pool of Skilled Talent
90
2
Roadblocks to Success
92
1
The Biggest Constraint
93
1
An Increase in Expatriants
93
1
A Basic Human Resources Strategy
94
1
Ten Key Points to Review and Remember
95
2
The Emerging Global Customer
97
24
Technology Is Omnipresent
98
1
An Absolute Reflection of Your Brand
99
1
Building an On-line Network
100
1
A Road to Monopoly?
101
1
A Single, 24-Hour Global Market
102
1
The Internet Century
103
1
Brand Relationships on the Web
104
2
Two Types of Brands
106
3
Take Your World with You
109
2
Setting Up a B2B Initiative
111
1
A Common Look and Feel
111
6
A Bridge to E-Business
117
2
Ten Key Points to Review and Remember
119
2
Communicating the Brand in an Interactive World
121
20
Ten-Step Strategy
122
1
An Investment in Brand Communications
123
1
An Interactive Medium
124
8
Defining Core Values
132
1
Communicating Core Values
133
1
Sharing Strategic Vision
134
1
The Personal Approach
135
1
Repeat the Message
136
1
Consultation and Consensus
137
2
Ten Key Points to Review and Remember
139
2
Merging the Brands
141
22
Cross-Culture Integration
142
1
``Merger of Equals''
143
6
A Manageable Process
149
1
Make the Brand Part of the Deal
150
1
Corporate Brand as Lifeline
151
1
The Brand as the Spirit of the Merger
151
1
Exploit Initial Interest
152
1
Leverage the Brand
153
1
Create Internal Buy-In
154
1
Avoid the Schizophrenic Brand
155
1
Communicate the Brand for Keeps
156
1
A New Kind of Global Thinking
156
1
Building Bridges
157
1
Bottom Line Value
157
1
Another Internet Marketplace
158
2
Ten Key Points to Review and Remember
160
3
The Board and the Brand
163
14
Obstacles to the Nonnational
165
1
Long-Term Plan and Commitment
166
1
A Delicate Balance
167
1
The Measure of Corporate Governance
168
1
Global Business Ethics Codes
169
1
A Three-Way Balance of Power
170
1
Communicating Corporate Performance
170
1
Get the Board on Board
171
3
Ten Key Points to Review and Remember
174
3
Brands in Decline, Protests, and Assorted Crises
177
14
An Unrealistic Premise?
180
1
Brand Battered by a Backlash
180
2
Open Markets
182
1
Nike Just Ain't Cool
183
1
Don't Doubt Activists' Clout
184
1
An Issue of Survival
185
1
Incubator for Crisis
186
1
Global Conspiracy?
186
1
Victims of Their Own Largesse
187
1
Listen and Do No Harm
188
1
Ten Key Points to Review and Remember
189
2
Digital Asset Management: Tool for Global Branding
191
8
An On-line Library
192
1
Savings in Time and Money
192
1
Impact on Brand Management
193
1
Two Keys: Consistency and Relevance
194
1
DAM: A Concept for the Future
194
1
A Scalable Suite of Applications
195
1
Ten Key Points to Review and Remember
196
3
Focus on the Future
199
14
Top of the Food Chain
200
2
Evolving Global Strategies
202
1
A Form of Chaos
203
1
The Critical Issue
203
1
A New Generation of Leaders
204
1
An Upward Spiral
205
1
The Narrowing ``Brandwidth''
206
1
A New Kind of Senior Officer
207
2
Don't Let the Future Just Happen
209
1
Ten Key Points to Review and Remember
210
3
Selected Reading List
213
2
Notes
215
8
Credits
223
2
Index
225