Global Brand Management A Guide to Developing, Building & Managing an International Brand

"An incredibly clear-minded book. The very word brand has become increasing devalued through misuse; this book is part of a vital counter movement." ("Rory Sutherland, Vice Chairman, Ogilvy, and author of Alchemy: The Surprising power of ideas that don’t make sense")
"A master work. Lucid, covers all the bases, well organized and accessible to the reader. Indispensable for every communications student, practitioner and thought leader." ("Nancy R Tag, Founding Director, Branding + Integrated Communications MPS at The City College of New York and author, Ad Critique: How to deconstruct ads in order to build better advertising")
"Minsky and Geva have brought together a smart combination of theory and relevant insights from leading brands and experts that will be a valuable guide in both strategy and execution." ("Paul Bennett, Global Brand Director, AXA")
"Skilfully demystifies brand and branding with vivid examples in an international setting." ("Salma Ghanem, Interim Provost, DePaul University, and Former Dean of its School of Communications")
"Whether you are a brand manager, designer or educator, this is a comprehensive resource for developing, building and managing an international brand." ("Robin Landa, Distinguished Professor, Michael Graves College at Kean University, author of Graphic Design Solutions, Designing Brand Experiences and Advertising by Design")
"Brand management has never been more important, yet can often be a confusing and impenetrable subject, requiring an up-to-date understanding of many topics. This book provides a much needed, clear, detailed and intelligent overview of the subject." ("Darren Bridger, Consultant at NeuroStrata, author of Decoding the Irrational Consumer and Neuro Design")
"Whether you are a branding professional using this as a personal reference, or a professor employing it as a text, you, too, will likely come to believe, as the authors state in the opening, that 'brand managers from any country can learn from the best practices of others to improve their outcomes'." ("Chuck Kent, Contributing Editor, Brandingmag")
"Appreciates the global nature of brand development today while reminding us of the importance of creating brand experiences that are personal, memorable and enriching - ones that make you feel right at home." ("Jim Misener, Principal, President, 50,000 feet")
"A truly insightful book and a must read for those who want to advance their careers." ("Radu Florescu, CEO, Centrade-Cehil South-East Europe")
"This book has been written for marketing professionals and students, but it should be for everyone. Deconstructing the principles about how brands are constructed, take on meaning, and persevere is the core of this book and should be the exercise of anyone who wants to make a place for themselves in the expanding universe of branding." ("Patrick Hanlon, founder Thinktopia, primalbranding.co, author, entrepreneur, investor")