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The Global Brand: How to Create and Develop Lasting Brand Value in the World Market [Paperback]

Nigel Hollis
5.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

March 2 2010
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 today's 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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"Although creating a truly global brand is -- and should be -- the goal of many marketers, it also presents some formidable challenges. Nigel Hollis, one of the most experienced and astute branding experts, provides clear and insightful advice as to how to build a strong global brand. Based in part on thorough, up-to-date research from one of the best data bases around, The Global Brand provides a detailed roadmap for global branding success." -- Kevin Lane Keller, Tuck School of Business,  Dartmouth University

"This book is a must-read for anyone involved in the world of marketing as it does a thorough job at examining the challenges and opportunities involved in marketing brands on the global stage.  Hollis and the Millward Brown team is spot on in recognizing that local culture has enormous influence on success and advocating that marketers must win locally before the brand can benefit globally." -- Tony Palmer, Chief Marketing Officer for Kimberly-Clark Corporation

"This focus on brands at the global level is a welcome addition to the literature and is full of relevant examples." -- Donald R. Lehmann, George E. Warren Professor of Business, Columbia University Graduate School of Business

"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

"If you’re involved in building brands across markets, you will want to get hold of this book. Part manual, part guiding principles, part ‘best practice’ case histories -  it’s an instructive and rewarding read." -- Richard Swaab, Executive Vice-Chairman for AMV BBDO

About the Author

Nigel Hollis is 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.


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5.0 out of 5 stars Nigel Hollis the Global Brand March 20 2009
Format:Hardcover
Book review of The Global Brand

Nigel Hollis actually career turned an interesting point about in 1996 when working for Millward Brown. He worked on the team that developed Brand Dynamics a Brand equity research method. Brand Dynamics was developed to create a easy to understand metric to guide the understanding of a brand's health. In addition to this marketing teams needed a detailed understanding of what comprised that brand health in order to know what action to take. Fast Forward to 2008 Nigel Hollis has written a book about his work experience with Millward Brown and managing Brands on a Global basis. The book is entitled The Global Brand. This book is a must read for anyone working in marketing on a brand either in a local market or on a Global Basis. He has made it easy for the reader to follow his thoughts. The book is divided into three parts. Part one Strong Global Brands Create lasting Value, Part two Building Strong Brands is challenging and Part three Practices that help build Successful Global brands. Every chapter has a key points to take away section and Questions to consider section., exceptionally helpful.
In Part one he starts at the beginning and discusses what is a brand. In this chapter he discusses a very important concept for the book and that is the brand promise. He provides a table of Brand Promises and taglines as well for us to review very helpful. He continues his discussion and discusses the Global brand and provides some interesting anecdotes of people who work on Global brands. At this point he now leads us into a discussion on Millward Browns Brand Dynamics and its metrics in analyzing brands. Throughtout the book he provides us with tables that are useful in helping us understand what he is attempting to illustrate to us.
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Amazon.com: 4.7 out of 5 stars  7 reviews
5 of 5 people found the following review helpful
5.0 out of 5 stars Sound advice for global marketers Nov. 20 2008
By Mario Sanchez Carrion - Published on Amazon.com
Format:Hardcover
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.
4.0 out of 5 stars Great condition March 2 2014
By Meghan Stevens - Published on Amazon.com
Format:Paperback|Verified Purchase
With the exception of a fold/crease on the first page, the book was in great condition. In general it was of good quality.
4.0 out of 5 stars good advice for dealing with global contradictions May 29 2012
By Them - Published on Amazon.com
Format:Paperback
There are many contradictions and paradoxes that we contend with in marketing, but I had not realized the one inherent in the concept of global branding until I started preparing a course on it for students at the Ervin K. Haub School of Business at St. Joseph's University in Philadelphia.

Because marketing is about focus, right? "Try to be everything to everyone and you'll be nothing to no one" is a mantra that was beaten into my head as a young creative, and which I correspondingly beat in to the heads of my students.

But global branding, by definition, is about expanding. It's about saying "Hey, people in this country accept how our product fulfills a need for them. I'll bet there are other people in other countries who have a similar need that could be met in a similar way by our product." Never mind that they have different cultures, [to read the rest of this review, please visit: [...]
5.0 out of 5 stars Insightful and witty Nov. 1 2008
By Jorge - Published on Amazon.com
Format:Hardcover
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.
1 of 2 people found the following review helpful
5.0 out of 5 stars For anyone who wants to be an expert at crafting a brand for their business Jan. 12 2009
By Midwest Book Review - Published on Amazon.com
Format:Hardcover
A rose by any other name may smell as sweet, but a brand by another name won't sell nearly as well. "The Global Brand: How to Create and Develop Lasting Brand Value in the World Market" is a complete and comprehensive analysis to crafting an ideal brand to push one's product in today's very highly competitive world where only a few brand names seemingly monopolize every field. Laying out the many challenges face and looking at some success and failure stories in today's world, "The Global Brand" is a must for anyone who wants to be an expert at crafting a brand for their business.
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