The Global Brand "How To Create And Develop Lasting Brand Value In The World Marke"

How To Create And Develop Lasting Brand Value In The World Marke

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Hollis, Nigel

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ISBN:9780230606227
Editorial: Palgrave
Fecha de la edición:2008
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Dimensiones: 0 cm x 0 cm
Nº Pág.:254
Idiomas:Ingles,Inglés

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/ Marketing

This book offers a practical overview of brand strength which outlines five steps of customer commitment to a strong brand - Presence, Relevance, Performance, Advantage, and Bonding.Hollis is a top executive at Millward Brown, and their public relations support is guaranteed. Millward Brown has researched more brands and more ads than any other company in the field, and as of 2006, were working with 70 of "BusinessWeek's" 100 Best Global Brands. The Millward Brown Group has offices in 46 countries worldwide. With access to hundreds of powerhouse brands and their marketing histories and strategies, Millward Brown and Hollis have the experience needed to effectively sell his accessible and practical 5-step plan to customer bonding with a brand.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 also analyses the future of brand-building

List of Tables
List of Figures
Pt. 1 Strong Global Brands Create Lasting Value 7
1 What Is a Brand? 9
2 So What Is a Global Brand? 23
3 Five Steps to a Strong Brand 35
4 The Most Successful Global Brands 47
5 How Strong Global Brands Create Lasting Value by Joanna Seddon 67
Pt. 2 Building Strong Global Brands Is Challenging 81
6 A Global Economy, Local Consumers 83
7 The Power of Being Part of Local Culture 101
8 Light on the Dark Continent by Matthew Angus and Judith Kapanga 113
9 How Global Brands Have Met the Challenge of Going Local 127
10 Balancing Brand Strength and Business Efficiency 141
Pt. 3 Practices that Help Build Successful Global Brands 153
11 Understand Commonalities and Differences 155
12 Identify a Global Brand Promise 165
13 Identify How to Communicate Your Promise 177
14 Harness the Power of Research 189
15 Align Your Organization 203
16 Look to the Future 213
Addendum - From Leamington Spa to Beijing: How Millward Brown Became a Successful Global Brand by Dominic Twose 225
App. A Millward Brown Optimor BrandZ Top 100 Most Valuable Brands Ranking 2008 231
App. B The Global Brand Survey 235