|"His contribution to global brand strategy is a considerable one, marrying as he does an in-depth knowledge of how brands work to a keen awareness of cultural particularities."
The Journal of Brand Management
"A triumph – truly a ‘bible’ for anyone in the business of creating or managing international brands. ...surely the definitive new work on the subject and should be considered obligatory reading for academics and practitioners alike.”
Simon Anholt, author of Brand New Justice and Brand America
"I wish I had written this! A must read for all senior managers whatever their function or professed knowledge."
Ian Ryder, Vice-President, Brand & Communications, Unisys EMEIA
“Van Gelder has given us a complete and comprehensive review of global branding. He understands marketplace differences and tells us how to deal with them.”
Greg Kitzmiller, Indiana University Kelley School of Business
“His accurate and enlightening analyses are explained in a clear, concise fashion without being unduly simplified for advanced marketers.”
Jack Yan, CEO, Jack Yan & Associates
"In this book Sicco van Gelder does a very good job of providing a framework to understand global branding for practising managers and students, filling it with a rich array of examples."
John H. Roberts, Professor of Marketing, Australian Graduate School of Management and London Business School
"Filled with global examples as diverse as Apple, easyJet, IKEA, L’Oreal and Amnesty International, Global Brand Strategy is a must-read for those who desire to obtain brand consistency across all markets."
In Touch, Nottingham Alumni Business School Magazine
"Hands-on advisory guide written directly from experience and a proven record of corporate success."
Midwest Book Review
"Sicco Van Gelder has written the definitive textbook on analyzing global branding strategy."
Global Brand Strategy - Unlocking Brand Potential Across Countries, Cultures and Markets
Published by Kogan Page, London
Buy at Amazon.com
Buy at Amazon.co.uk