Ship-Ship-Hooray! Free Shipping on $25+ Details >
Global Brand

Global Brand - 08 edition

Global Brand - 08 edition

ISBN13: 9780230620568

ISBN10: 0230620566

Global Brand by Nigel Hollis - ISBN 9780230620568
Cover type: Paperback
Edition: 08
Copyright: 2008
Publisher: Palgrave
Published: 2008
International: No
Global Brand by Nigel Hollis - ISBN 9780230620568

ISBN13: 9780230620568

ISBN10: 0230620566

Cover type: Paperback
Edition: 08

List price: $17.00

All of our used books are 100% hand-inspected and guaranteed! Happy you, happy us.

Ships directly from us
You Save $7.65 (45%)
$9.35

Well, that's no good. Unfortunately, this edition is currently out of stock. Please check back soon.

Summary

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 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 brandPresence, 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.

Top Arrow

Top