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Global Brand - 08 edition

Global Brand (ISBN10: 0230620566; ISBN13: 9780230620568)
ISBN13: 978-0230620568
ISBN10: 0230620566

This edition has also been released as:
ISBN13: 978-0230606227
ISBN10: 0230606229

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 illus
trate 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.
...show more
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. ...show less

Edition/Copyright: 08
Cover: Paperback
Publisher: Palgrave
Year Published: 2008
International: No



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