International Brand Strategy: A Guide to Achieving Global Brand Growth

* Section - ONE: Preparation; ** Chapter - 01: Why brands fail abroad; ** Chapter - 02: The business case for entering a foreign market; ** Chapter - 03: Choosing the right market; ** Chapter - 04: The difference between domestic and international brand building; ** Chapter - 05: Defining an approach to international markets; ** Chapter - 06: Preparing the brand for travel; * Section - TWO:: The new market; ** Chapter - 07: Understanding the mechanics of building brand equity abroad; ** Chapter - 08: Setting realistic expectations; ** Chapter - 09: Dealing with language; ** Chapter - 10: Assembling the right team; ** Chapter - 11: Segmenting the market and targeting; ** Chapter - 12: Understanding local buyers in foreign markets; ** Chapter - 13: Understanding local competitors from the buyer's POV; ** Chapter - 14: Seeing your product from the local buyer's POV; ** Chapter - 15: Seeing your product's price from the local buyer's POV; ** Chapter - 16: Seeing your brand's value from the local buyer's POV; ** Chapter - 17: Creating an international web presence; ** Chapter - 18: Responding to the market; * Section - THREE:: Get moving; ** Chapter - 19: Engaging company leadership; ** Chapter - 20: A different type of management; ** Chapter - 21: The renewed importance of vision and mission; ** Chapter - 22: Distinguish between marketing and sales; ** Chapter - 23: Defining success; ** Chapter - 24: Evaluating risk; * Section - FOUR:: Conclusion

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.