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Global Brand

Global Brand - 08 edition

ISBN13: 978-0230620568

Cover of Global Brand 08 (ISBN 978-0230620568)
ISBN13: 978-0230620568
ISBN10: 0230620566
Cover type: Paperback
Edition/Copyright: 08
Publisher: Palgrave
Published: 2008
International: No

List price: $17.00

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Global Brand - 08 edition

ISBN13: 978-0230620568

Nigel Hollis

ISBN13: 978-0230620568
ISBN10: 0230620566
Cover type: Paperback
Edition/Copyright: 08
Publisher: Palgrave

Published: 2008
International: No
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.

List price: $17.00
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