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

by Nigel Hollis

Overview

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

Product Details

ISBN-13:	9780230620568
Publisher:	St. Martin's Publishing Group
Publication date:	03/02/2010
Pages:	272
Product dimensions:	9.26(w) x 6.20(h) x 0.73(d)

About the Author

Nigel Hollis is executive vice president and chief global analyst at Millward Brown. Nigel brings 30 years of research experience to bear on his understanding of how marketing communications can build and maintain brands. He is the author of Brand Premium. Nigel has worked with clients in many different industries and countries, and has been instrumental in developing some of Millward Brown’s most successful research solutions. He has a popular brand blog called Straight Talk with Nigel Hollis. A four-time winner of WPP’s Atticus Award. He lives in Vermont.

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

Editorial Reviews

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

From the Publisher

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.

Chief Marketing Officer for Kimberly-Clark Corpora Tony Palmer