The Global Brand by Nigel Hollis
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| Details | |
|---|---|
| Primary Author First Name | Nigel |
| Primary Author Surname | Hollis |
| Full Title | The Global Brand |
| Sub Title | How to Create and Develop Lasting Brand Value in the World Market |
| Description | In this practical overview of brand strength in the modern business world,Nigel Hollis presents a simple formula for determining brand strength and outlines five steps of customer commitment to a strong brand - Presence, Relevance, Performance, Advantage, and Bonding. He alsoanalyses the future of brand-building. |
| Publication Date | 24 Nov 2008 |
| ISBN-13 | 9780230606227 |
| Binding | HB |
| Edition | data not available |
| Price | Aprox. 15,00£ |
| Publisher | Palgrave MacMillan |
| Subject | Business, Management and Finance - Branding |
| Contents | 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 |
| Author(s) | Nigel Hollis |
| No. of Pages | 272 |
| Web Link | The Global Brand |
Description
In this practical overview of brand strength in the modern business world,Nigel Hollis presents a simple formula for determining brand strength and outlines five steps of customer commitment to a strong brand - Presence, Relevance, Performance, Advantage, and Bonding. He alsoanalyses the future of brand-building.
Author Biographies
- Nigel Hollis, has been part of the Millward Brown Group for 22 years, and is now Executive Vice President and Chief Global Analyst. He has wide-ranging experience in brand growth and development, marketing and communications, and interactive research techniques. Before his work at Millward Brown, Hollis worked at Cadbury Typhoo in the UK as a senior research manager. He also has global experience in the financial, automotive, packaged goods, travel, alcoholic beverages, and technology industries. Hollis frequently contributes to leading business journals and trade publications, and has speaking engagements for Millward Brown around the world. He graduated from Lancaster University in the UK with a B.A. (Honors) in economics.
