Global Brand Strategy

1. The Cambrian Explosion of Brands
Jan-Benedict Steenkamp

Part I. Global Brand Building

2. The COMET Framework: How Global Brands Create Value
Jan-Benedict Steenkamp

3. Customer Propositions for Global Brands
Jan-Benedict Steenkamp

4. Global Marketing Mix Decisions: Global Integration, Not Standardization
Jan-Benedict Steenkamp

5. Global Brand Building in the Digital Age
Jan-Benedict Steenkamp

Part II. Structures and Processes for Global Brand Building

6. Organizational Structures for Global Brands
Jan-Benedict Steenkamp

7. Global Brand Management
Jan-Benedict Steenkamp

8. Corporate Social Responsibility
Jan-Benedict Steenkamp

Part III. Global Brand Performance

9. Global Brand Equity
Jan-Benedict Steenkamp

10. Global Brands and Shareholder Value
Jan-Benedict Steenkamp

11. The Future of Global Brands
Jan-Benedict Steenkamp

Keywords: Business and Management, Marketing, Emerging Markets/Globalization, Business Strategy/Leadership