Vol. 1: Concepts and Principles · Vol. 2: Insights and Strategies · Vol. 3: Studies and Applications
Compiled by Prof. Xiaoge Xu, Ph.D., in collaboration with Manus and other generative AIs
A comprehensive three-volume trilogy examining brand globalization from foundational concepts to real-world case studies and cutting-edge research. Spanning 48 chapters across three volumes, the trilogy equips scholars, practitioners, and students with the curiosity, analytical skills, and creativity to navigate the complexities of international branding in an interconnected world.
Select a volume to explore its chapters
A foundational textbook exploring the core concepts and principles of brand globalization through the transformative 3C Framework (Curious, Critical, Creative), the 3D Process (Detect, Dissect, Discover), and the 3M Strategy (Map, Measure, Monitor). Sixteen chapters cover the full spectrum from definitions and market structures to ethics, sustainability, and future trends.
Core ideas woven throughout the trilogy
50+ cases across the trilogy — a selection of key examples
Frameworks and theories underpinning the trilogy
The Brand Globalization Trilogy connects with Prof. Xu's broader research programme across branding, experience studies, and human-AI co-intelligence.
Compiled by Prof. Xiaoge Xu, Ph.D., in collaboration with Manus and other generative AIs · 2025