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Global Brand

Name: Global Brand
Brand: St. Martins Press-3PL
SKU: 9780230620568
Price: 1948.00 INR
Availability: InStock
ISBN: 9780230620568

Contributor(s): HOLLIS, NIGEL Author Format: Paperback

Paperback · ISBN 9780230620568

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Key Specifications

ISBN	9780230620568
Publisher	St. Martins Press-3PL
Publication date	March 2010
Language	English
MRP	£19.99 GBP
Page count	274
Item weight	90 g

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

Global Brand

Key Specifications

HOLLIS, NIGEL Author

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