Branding Across Borders: A Guide to Global Brand Marketing

Rating:
Summary: Corporate branding consultant promotes his view
Review: Before buying this book it may help you to know that the writer is CEO of CoreBrand - Corporate Branding LLC, a smaller version of Roper Starch Worldwide, or Interbrand. As such it treads a thin line between general usefulness to the marketing manager and promotional material for CoreBrands own proprietary models such as their "brand power" ranking system. Although the book does not give away too many secrets about how CoreBrand's models actually work.

Whether the text will be of use to you depends largely on your needs. For a marketing manager the price of this book is a lot cheaper than a consultant's per diem. For an MSc or MBA in Marketing this book is not academically rigorous enough to be of much use to you. There are a wealth of academic texts that will give greater insight and hard case evidence into the pros and cons of globalizing brands. Author names to search under are Aaker, Keller, Usunier, Jeannet, Hollensen, Kashani among others.