The global brand : how to create and develop lasting brand value in the world market /
Global brand : how to create and develop lasting brand value in the world
Nigel Hollis.
- Basingstoke : Palgrave Macmillan, c2008, 2010.
- xvii, 254 p. : ill ; 25 cm.
Includes bibliography and index.
Introduction p. 1 Part 1 Strong Global Brands Create Lasting Value p. 7 1 What Is a Brand? p. 9 2 So What Is a Global Brand? p. 23 3 Five Steps to a Strong Brand p. 35 4 The Most Successful Global Brands p. 47 5 How Strong Global Brands Create Lasting Value Joanna Seddon p. 67 Part 2 Building Strong Global Brands Is Challenging p. 81 6 A Global Economy, Local Consumers p. 83 7 The Power of Being Part of Local Culture p. 101 8 Light on the Dark Continent Matthew Angus and Judith Kapanga p. 113 9 How Global Brands Have Met the Challenge of Going Local p. 127 10 Balancing Brand Strength and Business Efficiency p. 141 Part 3 Practices that Help Build Successful Global Brands p. 153 11 Understand Commonalities and Differences p. 155 12 Identify a Global Brand Promise p. 165 13 Identify How to Communicate Your Promise p. 177 14 Harness the Power of Research p. 189 15 Align Your Organization p. 203 16 Look to the Future p. 213 Addendum-From Leamington Spa to Beijing: How Millward Brown Became a Successful Global Brand Dominic Twose p. 225 Appendix A Millward Brown Optimor BrandZ Top 100 Most Valuable Brands Ranking 2008 p. 231 Appendix B The Global Brand Survey p. 235.
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 brandPresence, 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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Brand name products. Branding (Marketing) Brand name products--Management.