The Global Brand: How to Create and Develop Lasting Brand Value in the World Market Paperback – Mar 2 2010
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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.
Top Customer Reviews
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.Read more ›
Most Helpful Customer Reviews on Amazon.com (beta)
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.
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: [...]