Explore brand management further by watching YouTube videos curated for you by the author.

• CEO of Brand Union, Toby Southgate talks about how brands can be both globally and locally relevant. He uses examples such as Nike and Jaguar and the strategies brands can employ to be more successful in both marketplaces.

• Angela Ahrendts – then CEO of Burberry – discusses how the brand built its relationship with its customers based on its story and the way they kept their advertising global through digital advertising.

• Looking at global brands, this video explains the biggest mistakes that brands can make when approaching the Chinese market.

• Cirque Du Soleil’s global branding strategy and practice.

• HSBC’s ads focus on culture – as shown in these ads.

• Further ads for HSBC – the world’s local bank and their focus on different cultural practices.

• This lemonade stand ad was well received in 2013.