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International Brand Strategy : A Guide to Achieving Global Brand Growth - Sean Duffy

International Brand Strategy

A Guide to Achieving Global Brand Growth

By: Sean Duffy

eBook | 3 January 2021 | Edition Number 1

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In theory, the Internet allows all brands to market internationally. But in practice, most companies struggle to compete outside their home market. Written from a marketing practitioner's perspective, International Brand Strategy evens the playing field with clear, actionable techniques to guide any organization going through the process. This book helps companies build sales in foreign markets, but just as important it helps them thrive by maintaining price integrity and building brand equity at the same time.

With the guidance provided in International Brand Strategy companies hit the ground running in foreign markets. This provides a competitive advantage from day one, empowers companies to avoid costly mistakes, and saves months of trial and error. The book lays out a unique methodology for managing brands abroad that can be implemented for any product in any market. These methods have proven their value for companies large and small across six continents. The book guides readers with pragmatic models and a wealth of examples from global companies such as Target Canada, Unilever and Apple.

International Brand Strategy was written for those who are planning to enter a new market and for those who are already there but wish to improve their brand's performance. It helps the reader recognize some of the most common pitfalls and how to avoid them, provides practical tips to understand the dynamics of price, product and value from a foreign buyer's perspective, and defines a conceptual framework to assess and improve brand equity at home and abroad.

About the Author

Sean Duffy is founder and CEO of Duffy Agency, based in Boston MA, USA and Malmö, Sweden. He is Adjunct Professor in International Strategic Marketing at Lund University School of Economics & Management, Sweden and contributes to its Masters Programme in Entrepreneurship. He has served two terms as European Governor of TAAN Worldwide, and was previously creative director with MullenLowe Group / IPG, Sweden.
Industry Reviews
"A must-read for every marketing and business leader growing their company across borders."
Nataly Kelly, VP of Localization, HubSpot and Author of Found in Translation

"If you are a marketing practitioner, it will become your bedside reading... if you are a top executive, discover how you can build brand equity, intentionally, and if you are a business student, this may well be your passport to a successful international career!"
Donovan Hawker, Founder, Hawkers & Partner and Lecturer, Sorbonne University (CELSA)

"Sean has captured both the how and, more importantly, the why in building successful multinational marketing efforts."
Peter Gerritsen, President, TAAN Worldwide

"If you are looking for the definitive hand guide on how to successfully market your brand across borders, this is it."
Elliot Polak, Chief Consultant, Social Dividend Global
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