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

ISBN-10: 0230620566

ISBN-13: 9780230620568

Edition: 2010

Authors: Nigel Hollis

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Book details

List price: $17.00
Copyright year: 2010
Publisher: St. Martin's Press
Publication date: 3/2/2010
Binding: Paperback
Pages: 272
Size: 6.00" wide x 9.25" long x 1.00" tall
Weight: 0.638
Language: English

Nigel Hollisis 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, Hewlett-Packard, 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 .

List of Tables
List of Figures
Foreword
Acknowledgments
Introduction
Strong Global Brands Create Lasting Value
What Is a Brand?
So What Is a Global Brand?
Five Steps to a Strong Brand
The Most Successful Global Brands
How Strong Global Brands Create Lasting Value
Building Strong Global Brands Is Challenging
A Global Economy, Local Consumers
The Power of Being Part of Local Culture
Light on the Dark Continent
How Global Brands Have Met the Challenge of Going Local
Balancing Brand Strength and Business Efficiency
Practices that Help Build Successful Global Brands
Understand Commonalities and Differences
Identify a Global Brand Promise
Identify How to Communicate Your Promise
Harness the Power of Research
Align Your Organization
Look to the Future
Addendum-From Leamington Spa to Beijing: How Millward Brown Became a Successful Global Brand
Millward Brown Optimor BrandZ� Top 100 Most Valuable Brands Ranking 2008
The Global Brand Survey
Notes
Index
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