Written by one of today's leading authorities on global branding. Establishing and managing a global brand­­is made more challenging by the cultural, political, and economic differences that exist among the world's consumers. Branding Across Borders addresses the issue of global branding head-on, going beyond the brand itself to address how a corporation must fine-tune its own organizational structure before it can effectively extend and manage its brands in the global marketplace.
Branding Across Borders offers key insights on developing a powerful, memorable global brand strategy. Executives of all levels can look to it for:
A 10-step strategy for communicating a brand in an interactive world
Examples of successful global branding as practiced by today’s leading international marketers
Key insights from the Corporate Branding IndexTM­­an annual survey designed to spotlight vital branding practices and statistics

Table of Content:
1 Managing the Global Brand
2 Ten Keys, Seven Steps, and Other Guides
3 Bottom Line on Corporate Brand Investment
4 Cultures, Values, and More
5 Talent: The Real Global Challenge
6 The Emerging Global Customer
7 Communicating the Brand in an Interactive World
8 Merging the Brands
9 The Board and the Brand
10 Brands in Decline, Protests, and Assorted Crises
11 Digital Asset Management: Tool for Global Branding
12 Focus on the Future
- Selected Reading List
- Notes
- Credits
Index
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