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

ISBN-13: 9780230620568 / Angielski / Miękka / 2010 / 272 str.

Nigel Hollis

Opis

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 worldRapid 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

Spis treści

What is a Brand?
So What is a Global Brand?
Five Steps to a Strong Brand: The BrandDynamics Pyramid
How Strong Brands Create Value
Strong Brand Relationships are Local
Successful Global Brands
The Understanding of Brands Evolves Over Time
The Balancing Act
The BRICs and Beyond

O autorze

NIGEL HOLLIS is Chief Global Analyst at Millward Brown, one of the world's leading market research agencies. A 27-year marketing and research branding expert, Nigel has worked with a wide range of global marketers including Nestlé, SAB Miller, H-P, 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, at www.mb-blog.com.