International Brand Strategy by Duffy, Seán -- Read -- Imperial Library of Trantor

Index

List of figures and tables About the author Preface Acknowledgements Part One Managing market complexities Introduction

Missing the target Success as a foregone conclusion Compromised values Technical difficulties Price perception Adapting to the market Under-estimated competition What can we learn from this? Preparing for departure Part One overview Notes

01 Why brands fail abroad

The importance of knowing what you don’t know The nature of foreign markets The nature of failure The nature of marketing The nature of competence The nature of knowledge asymmetry The nature of assumptions Conclusion Notes

02 Domestic vs international marketing

The difference between marketing domestically and abroad The role of marketing Language Culture Value proposition Position Media environment Market intelligence Documentation and codification Conclusion Notes

03 Reducing risk

Managing risk begins by acknowledging it Overcoming cognitive bias Success begins close to home The ABCO case Putting risk in perspective What to include Keep things moving Idea Phase I: Framing Phase II: Strategy development Phase III: Implementation Phase IV: Management Exit ramps Conclusion Notes

04 Defining your approach

Global integration vs local responsiveness Embracing complexity The Unilever approach Multinational corporation structure Conclusion Notes

05 Being understood in foreign markets

The power behind your promotion The role of language The link to sales Working with multiple languages How to translate promotional material Writing for the translator The art of adaptation Localization Conclusion Notes

06 Alternatives to translation

How to manage language barriers fluently The right name for the right job The right resource for the right job Adaptation: The best of both worlds Adaptation checklist Conclusion Notes

07 Planning for departure

Bon voyage Planning checklist The eight inputs required to localize your marketing mix Conclusion Notes

Part Two Creating and delivering value Introduction

The problem with quality What can we learn from this? Building value in foreign markets Part Two overview

08 Balancing short- and long-term growth

Building sales vs building a brand The case for B-to-B brands Blurring the lines Conclusion Notes

09 Developing a competitive advantage

The case of EMCO How to avoid mirage marketing Building an advantage from strength to strength Preparing for competition Conclusion Notes

10 Defining a strategy to compete

Home-field advantage Planning for profit ‘But we don’t have any competitors’ Competing on price Competing on differentiation A final note on strategy Conclusion Notes

11 Building brand equity

The mechanics of building brand equity Brand management and brand equity Adding insight to your net promoter score Brand equity in action: The CrayOffs example Conclusion Notes

12 Net perceived value

Planning for profit Value in action Creating scarcity within a category Understanding value Identifying value Ask why Conclusion Notes

13 Creating value

How buyers assess value All products are 3-D All value is relative Value requirements change over time Reducing cost Sources of value Conclusion Notes

14 The commodity caveat

Commodity as a choice Even commodities have perceived value The VICO case Conclusion Notes

Afterword: Time to get started Index