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

by Nigel Hollis

Book Overview

A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing brand strength in a globalized world Rapid... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0230606229
• ISBN13: 9780230606227
• Release Date: September 2008
• Publisher: Palgrave MacMillan
• Length: 254 Pages
• Weight: 1.05 lbs.
• Dimensions: 0.9" x 6.3" x 9.5"

Customer Reviews

For anyone who wants to be an expert at crafting a brand for their business

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.

Sound advice for global marketers

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.

Insightful and witty

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.

Insightful, informative and an 'easy read'

Not only was this book insightful and informative, but it was also easier to read than many of the industry text books that you have to wade through. Highly recommended for anyone looking for examples of how brands have become successful and stayed successful on a global basis.

An excellent read

This book is both insightful and informative. It is a great resource for marketers and definitely more readable than the average business book. The author, who is clearly very accomplished, reminds us that the key to global success is to win locally.