Business & Economics Books:

The Global Brand

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

Format

Paperback / softback

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The Global Brand by Nigel Hollis
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Description

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.

Author Biography

NIGEL HOLLIS is Chief Global Analyst at Millward Brown, one of the world's leading market research agencies. A 27-year marketing and research branding expert, Nigel has worked with a wide range of global marketers including Nestle, 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.
Release date Australia
March 2nd, 2010
Author
Country of Publication
United Kingdom
Illustrations
Illustrations
Imprint
Palgrave Macmillan
Pages
272
Dimensions
156x234x17
ISBN-13
9780230620568
Product ID
3967250

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