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

Hollis, Nigel

Couverture rigide

ISBN 10 : 0230606229 ISBN 13 : 9780230606227

Editeur : Palgrave Macmillan, 2008

Synopsis

This book offers a practical overview of brand strength which outlines five steps of customer commitment to a strong brand - Presence, Relevance, Performance, Advantage, and Bonding.Hollis is a top executive at Millward Brown, and their public relations support is guaranteed. Millward Brown has researched more brands and more ads than any other company in the field, and as of 2006, were working with 70 of "BusinessWeek's" 100 Best Global Brands. The Millward Brown Group has offices in 46 countries worldwide. With access to hundreds of powerhouse brands and their marketing histories and strategies, Millward Brown and Hollis have the experience needed to effectively sell his accessible and practical 5-step plan to customer bonding with a brand.In this practical overview of brand strength in the modern business world, Nigel Hollis presents a simple formula for determining brand strength and outlines five steps of customer commitment to a strong brand - Presence, Relevance, Performance, Advantage, and Bonding. He also analyses the future of brand-building.

A propos du livre

À propos de l'auteur

NIGEL HOLLIS has been part of the Millward Brown Group for 22 years, and is now Executive Vice President and Chief Global Analyst. He has wide-ranging experience in brand growth and development, marketing and communications, and interactive research techniques. Before his work at Millward Brown, Hollis worked at Cadbury Typhoo in the UK as a senior research manager. He also has global experience in the financial, automotive, packaged goods, travel, alcoholic beverages, and technology industries. Hollis frequently contributes to leading business journals and trade publications, and has speaking engagements for Millward Brown around the world. He graduated from Lancaster University in the UK with a B.A. (Honors) in economics.

Détails de l'édition

• Éditeur: Palgrave Macmillan
• Date d'édition: 2008
• Langue: anglais
• ISBN 10: 0230606229
• ISBN 13: 9780230606227
• Reliure: Relié
• Nombre de pages: 272
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible