COMET - A framework to help Global Brands assess and create value

I always like to learn about new and helpful tools and methods that I can bring to my work.


Recently I’ve been reading the excellent book “Global Brand Strategy” by esteemed dutch marketing professor and author Jan-Benedict Steenkamp.


In it, Steenkamp makes the point that there are many different factors that add (or take away) value in a customers mind when a brand is perceived as being “Global”. There are also some very important things Global brands can leverage to their advantage due to their territorial spread. Over his many years of research, he has developed a framework to assess how global brands perform and creating value. He calls this framework the COMET framework.