Table of Contents

List of Tables ix

List of Figures xi

Foreword xiii

Acknowledgments xv

Introduction 1

Part 1 Strong Global Brands Create Lasting Value 7

1 What Is a Brand? 9

2 So What Is a Global Brand? 23

3 Five Steps to a Strong Brand 35

4 The Most Successful Global Brands 47

5 How Strong Global Brands Create Lasting Value Joanna Seddon Millward Brown Optimor 67

Part 2 Building Strong Global Brands Is Challenging 81

6 A Global Economy, Local Consumers 83

7 The Power of Being Part of Local Culture 101

8 Light on the Dark Continent Matthew Angus Judith Kapanga 113

9 How Global Brands Have Met the Challenge of Going Local 127

10 Balancing Brand Strength and Business Efficiency 141

Part 3 Practices that Help Build Successful Global Brands 153

11 Understand Commonalities and Differences 155

12 Identify a Global Brand Promise 165

13 Identify How to Communicate Your Promise 177

14 Harness the Power of Research 189

15 Align Your Organization 203

16 Look to the Future 213

Addendum-From Leamington Spa to Beijing: How Millward Brown Became a Successful Global Brand Dominic Twose 225

Appendix A Millward Brown Optimor BrandZ? Top 100 Most Valuable Brands Ranking 2008 231

Appendix B The Global Brand Survey 235

Notes 239

Index 247