Author: Nigel Hollis
Edition:
Publisher: Palgrave Macmillan
Binding: Paperback
ISBN: 0230620566
Price:
You Save: 47%
The Global Brand: How to Create and Develop Lasting Brand Value in the World Market
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.The Global Brand review. In this thorough investigation of brand strength in today's 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 brand--Presence, 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.
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In this thorough investigation of brand strength in today's 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 brand--Presence, 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.
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The Global Brand; How to Create and Develop Lasting Brand Value in the World Market, ISBN-13: 9780230620568, ISBN-10: 0230620566
author nigel hollis format paperback language english publication year 02 03 2010 subject management business economics industry subject 2 sales marketing payment shipping rates returns the global brand how to create and develop lasting brand value in the world market product category books condition very good creased cover creased pages authors nigel hollis binding paperback publisher palgrave macmillan publication date 2010 03 02 pages 272 isbn 0230620566 about ocelotbooks our company is dedic
Examines the role and importance of brand strength in the accelerated modern business world based on two vital components--Presence, or familiarity, and Voltage, or marketing appeal--as well as the five elements that lead to customer commitment to a brand (Presence, Relevance, Performance, Advantage, and Bonding) and how to achieve them. 25000 first printing. *Author: Hollis, Nigel *Subtitle: How to Create and Develop Lasting Brand Value in the World Market *Publication Date: 2010/03/02 *Number of Pages: 254 *Binding Type: Paperback *Language: English *Depth: 1. 0 *Width: 6. 0 *Height: 9. 5
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author nigel hollis format hardback language english publication year 24 11 2008 subject management business economics industry subject 2 sales marketing payment shipping rates returns the global brand how to create and develop lasting brand value in the world market product category books isbn 0230606229 title the global brand how to create and develop lasting brand value in the world market ean 9780230606227 authors nigel hollis binding hardcover publisher palgrave macmillan publication date 2
The Global Brand Reviews
In this thorough investigation of brand strength in today's 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 brand--Presence, 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.
http://www.theglobalbrandonline.com/
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