How to Build Global Brands is Focus of New Book by UNC Kenan-Flagler Business School Professor

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Global marketing expert Jan-Benedict Steenkamp provides actionable strategies to launch, grow and revive global brands.

UNC Kenan-Flagler Professor Jan-Benedict Steenkamp provides strategies for building global brands.

Why do some brands succeed globally while others never make it across their own borders?

That question inspired the new book “Global Brand Strategy: World-Wise Marketing in the Age of Branding” (Palgrave Macmillan, 2017) by Jan-Benedict Steenkamp, a global marketing professor at the University of North Carolina Kenan-Flagler Business School.

Steenkamp provides actionable strategies and tools for managers that are based on studying global brands on six continents, 25 years of academic research, field research, consulting and interviews with corporate executives around the world.

“Very few books provide the roadmap for building global brands and fewer still provide analytical depth and practical tools,” says Steenkamp. “My goal is to enable managers to navigate effectively and profitably in the global marketplace, whether they are launching, guiding or reviving global brands.”

He shows companies that have delivered the biggest increases in brand value over recent years operate as one brand everywhere on the planet. “We find them in almost all industries, among large and small companies,” he says. “Importantly,” he adds, “global brands remain the linchpin of companies also in today’s era where protectionism is on the rise because the advantages of global brands are far broader than outsourcing.”

Steenkamp provides a “Global Brand Value Chain” with key steps for developing strategy, structures and processes, and measuring performance, such as brand equity and shareholder value. He discusses the important role of corporate social responsibility and how the rise of digital marketing means “brands are one keystroke away from being global.”

Steenkamp is the C. Knox Massey Distinguished Professor and Chairman of Marketing at UNC Kenan-Flagler Business School. An expert on global strategy and branding, he also wrote "Brand Breakout: How Emerging Market Brands Will Go Global" and "Private Label Strategy: How to Meet the Store Brand Challenge."


About UNC Kenan-Flagler Business School
Consistently ranked one of the world's best business schools, UNC Kenan-Flagler Business School is known for its collaborative culture which stems from its core values: excellence, leadership, integrity, community and teamwork. Professors excel at both teaching and research, and demonstrate unparalleled dedication to students. Graduates are effective, principled leaders who have the technical and managerial skills to deliver results in the global business environment. UNC Kenan-Flagler offers a rich portfolio of programs and extraordinary, real-life learning experiences: Undergraduate Business, MBA, Master of Accounting, PhD and Executive Development Programs. It is home to the Frank Hawkins Kenan Institute of Private Enterprise.

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