The Global Brand: How to Create and Develop Lasting Brand Value in the World Market [NOOK Book]

Overview


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

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Overview


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. In this 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.

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Editorial Reviews

From the Publisher
"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

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Product Details

  • ISBN-13: 9780230615410
  • Publisher: St. Martin's Press
  • Publication date: 9/30/2008
  • Sold by: Macmillan
  • Format: eBook
  • Pages: 272
  • Sales rank: 1,302,638
  • File size: 837 KB

Meet 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, 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.


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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

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted October 23, 2008

    Interesting

    This book is a great insite into the power of branding.

    Was this review helpful? Yes  No   Report this review
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