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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

by Hollis N (Author)

  • Used

    Hardcover 2008

    $3.27

  • New

    Paperback 2010

    $15.02
Synopsis

This book offers a practical overview of brand strength which outlines five steps of customer commitment to a strong brand - Presence, Relevance, Performance, Advantage, and Bonding.Hollis is a top executive at Millward Brown, and their public relations support is guaranteed. Millward Brown has researched more brands and more ads than any other company in the field, and as of 2006, were working with 70 of "BusinessWeek's" 100 Best Global Brands. The Millward Brown Group has offices in 46 countries worldwide. With access to hundreds of powerhouse brands and their marketing histories and strategies, Millward Brown and Hollis have the experience needed to effectively sell his accessible and practical 5-step plan to customer bonding with a brand.In this practical overview of brand strength in the modern business world, Nigel Hollis presents a simple formula for determining brand strength and outlines five steps of customer commitment to a strong brand - Presence, Relevance, Performance, Advantage, and Bonding. He also analyses the future of brand-building.

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More Information

Format: Hardcover
 Pages: 272
 Publisher: Palgrave Macmillan
Published: 24 Nov 2008
ISBN 10: 0230606229
ISBN 13: 9780230606227

Media Reviews
'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 'If you're involved in building brands across markets, you will want to get hold of this book. Part manual, part guiding principles, part best practice case histories - it's an instructive and rewarding read.' - Richard Swaab, Executive Vice-Chairman for AMV BBDO 'Although creating a truly global brand is - and should be - the goal of many marketers, it also presents some formidable challenges. Nigel Hollis, one of the most experienced and astute branding experts, provides clear and insightful advice as to how to build a strong global brand. - Kevin Lane Keller, Tuck School of Business, Dartmouth 'This book is a must-read for anyone involved in the world of marketing. Hollis and the Millward Brown team is spot on in recognizing that local culture has enormous influence on success and advocating that marketers must win locally before the brand can benefit globally. - Tony Palmer, Chief Marketing Officer for Kimberly-Clark Corporation 'This focus on brands at the global level is a welcome addition to the literature and is full of relevant examples.' - Donald R. Lehmann, George E. Warren Professor of Business, Columbia University Graduate School of Business '...marketing pros are sure to find it insightful, informative and a tremendous resource for thinking globally and acting locally.' - Publishers Weekly
Author Bio
NIGEL HOLLIS has been part of the Millward Brown Group for 22 years, and is now Executive Vice President and Chief Global Analyst. He has wide-ranging experience in brand growth and development, marketing and communications, and interactive research techniques. Before his work at Millward Brown, Hollis worked at Cadbury Typhoo in the UK as a senior research manager. He also has global experience in the financial, automotive, packaged goods, travel, alcoholic beverages, and technology industries. Hollis frequently contributes to leading business journals and trade publications, and has speaking engagements for Millward Brown around the world. He graduated from Lancaster University in the UK with a B.A. (Honors) in economics.