The Global Brand: How to Create and Develop Lasting Brand Value in the World Market | 
| Author: Nigel Hollis
Publisher: Palgrave Macmillan
Category: Book
List Price: $24.95
Buy New: $7.84
You Save: $17.11 (69%)
New (33) Used (10) from $7.84
Avg. Customer Rating:  4 reviews
Sales Rank: 219573
Media: Hardcover
Number Of Items: 1
Pages: 272
Shipping Weight (lbs): 1.1
Dimensions (in): 9.3 x 6.3 x 1.1
ISBN: 0230606229
Dewey Decimal Number: 658.827
EAN: 9780230606227
Publication Date: September 30, 2008
Availability: Usually ships in 1-2 business days
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Product 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.
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| Customer Reviews:
Sound advice for global marketers November 21, 2008
1 out of 1 found this review helpful
As a marketing executive in the international branch of a Fortune 500 company I can really relate to the concepts outlined in this comprehensive and well researched book. In a way, I felt that the author was preaching to the choir.
Mr. Hollis shows us how the most successful global companies are those that have found a balance between their desire to achieve economies of scale, and their willingness to adapt their products to local cultures, tastes and habits.
He gives us the successful example of McDonald's, a brand positioned as "fast, low cost food" in the US, but considered more upscale in other countries by people who identify themselves with the West and the American way of life. These differences have prompted the addition of value added services like home delivery, and the creation of concepts like McCafe.
The book also dispels some common business myths like the "first mover advantage", which is not necessarily true in the global scene, and the notion that consumers in developing countries just care about price (when in fact they place more importance on brands than their counterparts in developed countries).
Mr. Hollis finishes his book with some specific tips on how to align organization and resources so that corporations can position their brands for global success.
I recommend this book to anybody who is interested or involved in building brands, and wouldn't hesitate to call it a must-read for all those in charge of leading organizations and brands in their quest for international growth.
Insightful and witty November 2, 2008
This is one of the best books about global brand management. Supported by loads of evidence and many years of experience as brand advisor, Nigel gives sound advice to those seeking to reap the rewards of going global with a brand. His style is clear and compelling, making it an easy read.
An excellent read October 10, 2008
1 out of 1 found this review helpful
This book is both insightful and informative. It is a great resource for marketers and definitely more readable than the average business book.
The author, who is clearly very accomplished, reminds us that the key to global success is to win locally.
Insightful, informative and an 'easy read' October 10, 2008
1 out of 1 found this review helpful
Not only was this book insightful and informative, but it was also easier to read than many of the industry text books that you have to wade through. Highly recommended for anyone looking for examples of how brands have become successful and stayed successful on a global basis.
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