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

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

Autor Nigel Hollis
en Limba Engleză Paperback – 28 feb 2010

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

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Specificații

ISBN-13: 9780230620568
ISBN-10: 0230620566
Pagini: 254
Dimensiuni: 152 x 231 x 23 mm
Greutate: 0.32 kg
Editura: Palgrave MacMillan
Locul publicării:Basingstoke, United Kingdom

Descriere

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.

Cuprins

What is a Brand?
So What is a Global Brand?
Five Steps to a Strong Brand: The BrandDynamics Pyramid
How Strong Brands Create Value
Strong Brand Relationships are Local
Successful Global Brands
The Understanding of Brands Evolves Over Time
The Balancing Act
The BRICs and Beyond

Recenzii

'In this direct and detailed book, branding expert Hollis examines how successful enterprises balance the challenges of expanding globally while creating effective local appeal...marketing pros are sure to find it insightful, informative and a tremendous resource.' - Publisher's Weekly

'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, USA

'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 thatlocal culture has enormous influence on success and advocatingthat 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, USA
"In the Global Brand, Nigel Hollis not only correctssome 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 willsave their companiesa 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

'In the current global market, in which many western companies have been attempting to extend their reach through mergers and a great number of eastern firms continue to anticipate regional and international growth, insight like Hollis' proves invaluable in putting the massive and delicate undertaking of making a brand international into perspective.'
- John Murn, Brand Building

Notă biografică

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 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.

Caracteristici


Hollis is a top executive at Millward Brown, and their public relations support is guaranteed. Their plan includes outreach in WPP's The Wire and Millward Brown's global online newsletter; a global speaking schedule and blog by Hollis; a subsite of www.millwardbrown.com with a link to purchase books; and endorsements from leaders in WPP companies, universities like Harvard and London Business School, and companies such as Coca-Cola and Unilever. Millward Brown has researched more brands and ads than any other company in the field, worked with 70 of Businessweek's 100 Best Global Brands of 2006. The Millward Brown Group has offices in 46 countries
With access to hundreds of powerhouse brands and their marketing histories and strategies, Hollis has the experience needed to effectively sell his accessible, practical 5-step plan to customer bonding with a brand