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

Hollis, Nigel

Softcover

ISBN 10: 0230620566 ISBN 13: 9780230620568

Publisher: St. Martin's Griffin, 2010

Synopsis

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 this title

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 Nestlé, 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.

Review:

“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. Based in part on thorough, up-to-date research from one of the best data bases around, The Global Brand provides a detailed roadmap for global branding success.” ―Kevin Lane Keller, Tuck School of Business, Dartmouth University

“This book is a must-read for anyone involved in the world of marketing as it does a thorough job at examining the challenges and opportunities involved in marketing brands on the global stage. 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

“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

About this edition

• Publisher: St. Martin's Griffin
• Publication date: 2010
• ISBN 10: 0230620566
• ISBN 13: 9780230620568
• Binding: Paperback
• Number of pages: 272