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The Global Brand: How to Create and Develop Lasting Brand Value in the World Market

The Global Brand: How to Create and Develop Lasting Brand Value in the World Market

The Global Brand: How to Create and Develop Lasting Brand Value in the World
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The Global Brand: How to Create and Develop Lasting Brand Value in the World Market Paperback - 2010

by Hollis, Nigel

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St. Martin's Griffin, 2010-03-02. Revised. paperback. Used: Good. 6.00x0.62x9.00. Buy with confidence. Excellent Customer Service & Return policy.
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Details

  • Title The Global Brand: How to Create and Develop Lasting Brand Value in the World Market
  • Author Hollis, Nigel
  • Binding Paperback
  • Edition Revised
  • Condition Used: Good
  • Pages 272
  • Volumes 1
  • Language ENG
  • Publisher St. Martin's Griffin
  • Publication date 2010-03-02
  • Features Bibliography, Index, Price on Product - Canadian, Table of Contents
  • Bookseller's Inventory # SONG0230620566
  • ISBN 9780230620568 / 0230620566
  • Weight 0.7 lbs (0.32 kg)
  • Dimensions 9.1 x 6 x 0.9 in (23.11 x 15.24 x 2.29 cm)
  • Size 6.00x0.62x9.00
  • Category Business / Economics / Finance
  • Dewey Decimal Code 658.827
  • Quantity available 1

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From the publisher

A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing brand strength in a globalized world

Rapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. The Global Brand is a thorough investigation of brand strength in the accelerated modern business world.

Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment.

"In The Global Brand, Nigel Hollis not only corrects some of the misconceptions of the past but offers a glimpse of the future that is both perceptive and grounded in good business sense. Those who take the time to properly digest this book will save their companies a lot of money." --Sir Martin Sorrell, Chief Executive Officer, WPP

About the author

Nigel Hollis is chief global analyst at Millward Brown, one of the world's leading market research agencys. A 27-year marketing and research branding expert, Nigel has worked with a wide range of global marketers including Nestl, SAB Miller, Hewlett-Packard, Unilever, Kraft, Microsoft, Pepsi-cola, General Motors and CNN. Nigel is a four-time winner of WPP's prestigious Atticus Award for original thinking. His latest thoughts on brands, marketing communications, media and marketing research can be found on his blog, Straight-talk with Nigel Hollis.

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