Melchior Ray / Kelly Brand Global, Adapt Local

How to Build Brand Value Across Cultures
1. Auflage 2025
ISBN: 978-1-3986-1981-4
Verlag: Kogan Page
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 296 Seiten, Web PDF

How can you scale a brand globally while staying true to its core?

Brand Global, Adapt Local is a practical guide for mid-career marketing professionals who want to develop strategies that deliver impact in diverse markets. Written by global brand experts Katherine Melchior Ray and Nataly Kelly, it shares proven frameworks, examples, and actionable tools from world-leading companies including Nike, LVMH, Nestlé, Shiseido, Natura, and Marriott.

By exploring how top brands balance consistency with cultural adaptation, this book equips you to implement strategies that build credibility, strengthen audience connection, and optimize performance across regions. You will learn how to:

- Develop a global mindset that fuels innovation and market growth
- Apply cultural insight to create locally relevant brand strategies
- Interpret and act on international market data with precision
- Localize campaigns without losing your core brand identity

With detailed chapters and real-world examples, Brand Global, Adapt Local helps you apply strategic principles to achieve measurable results, elevate your professional profile and shape your career in international marketing.

Themes include: strategy, principles, cultural insight, brand localization, global marketing, career development

Autoren/Hrsg.

Melchior Ray, Katherine

Kelly, Nataly

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management

Inhaltsverzeichnis

Chapter - 00: Introduction - welcome to the global village; Section - ONE: The foundation of marketing and branding; Chapter - 01: What is marketing-and why does it matter?; Chapter - 02: The what, why, and how of brand; Section - TWO: Culture, consumers, and communication; Chapter - 03: Lower the waterline - navigating cultural landscapes; Chapter - 04: Back to basics - cross-cultural communication is anything but!; Chapter - 05: The twenty-seconds rule - understanding the local consumer; Section - THREE: Creating value across cultures; Chapter - 06: Born in Borneo - innovating products for cultural value; Chapter - 07: Give the customer a melon - service brings culture to life; Chapter - 08: Found in translation - brand flexing across cultures; Chapter - 09: How global is your website ? digital marketing across cultures; Chapter - 10: Adding complexity - building a global B2B brand; Section - FOUR: Connecting the global dots; Chapter - 11: The two most important words in French - building teams across cultures; Chapter - 12: Expanding horizons - building a global career; Chapter - 13: Conclusion - the journey continues;

Über Autor(innen)

Melchior Ray, Katherine
Katherine Melchior Ray lectures on international marketing and leadership at UC Berkeley, Haas School of Business. With twenty-five-years spent building the world's best consumer branding across continents, she brings expertise from her time as a senior executive at Nike, Nordstrom, Louis Vuitton, Gucci, Hyatt, Shiseido and Babbel. She has guest lectured at Stanford, Wharton, Brown and Portland State University.

She has been interviewed and featured on CBS 60 Minutes, CNN, The New York Times, The Wall Street Journal, and numerous media internationally. She also has been profiled in The Wall Street Journal in an article entitled, "Hyatt Executive Has a Spare Evening Gown in Her Bag," and was voted one of the "Most Compelling Women in the Travel Industry" by Premier Traveler magazine. She can be heard on various podcasts and blogs related to global marketing and leadership, culture and diversity, women's empowerment, and the future of work.

Kelly, Nataly
Nataly Kelly is Chief Marketing Officer at Zappi, based in Boston, MA. Previously she served at HubSpot as Vice President of Marketing, Vice President of International Operations and Strategy, and Vice President of Localization. Kelly also served as Chief Growth Officer and Vice President of Marketing for two other software start-ups in the MarTech space, and previously held the role of Chief Research Officer for CSA Research, where she oversaw the company's subscription-based market research practice.

She is a seasoned business leader, international business expert, and longtime Harvard Business Review contributor on topics of global business and international marketing. Her expertise has been featured in The Wall Street Journal, Forbes, National Public Radio, and many other major media outlets.Kelly has served as an Adjunct Professor in the M.A. program in localization management at the Middlebury Institute of International Studies in Monterey, California. She was named a Remote Work Influencer in January 2022 by Remote, a Top 25 Content Marketers in Enterprise Software and Women Worth Watching in 2015, and Marketing Executive of the Year by Best in Biz, a 40 under 40 by Direct Marketing News, and a Stevies Women in Business in 2014.

Katherine Melchior Ray lectures on international marketing and leadership at UC Berkeley, Haas School of Business. She has over twenty-five-years experience building the world's best consumer brands at companies including Nike, Nordstrom, Louis Vuitton, Gucci, Hyatt, Shiseido and Babbel across the world including in the USA, Japan and Europe. She has guest lectured at Stanford, Wharton, Brown and Portland State University.

Nataly Kelly is Chief Marketing Officer at Zappi, based in Boston, MA. Previously she served at HubSpot as Vice President of Marketing, Vice President of International Operations and Strategy, and Vice President of Localization.