Kogan Page Brand Global, Adapt Local: How to Build Brand Value Across Cultures

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 Localhelps 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