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The Global Brand


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Table of Contents

What is a Brand? So What is a Global Brand? Five Steps to a Strong Brand: The BrandDynamics Pyramid How Strong Brands Create Value Strong Brand Relationships are Local Successful Global Brands The Understanding of Brands Evolves Over Time The Balancing Act The BRICs and Beyond

About the Author

NIGEL HOLLIS is Chief Global Analyst at Millward Brown, one of the world's leading market research agencies. A 27-year marketing and research branding expert, Nigel has worked with a wide range of global marketers including Nestle, SAB Miller, H-P, Unilever, Kraft, Microsoft, Pepsi-cola, General Motors and CNN. Nigel is a four-time winner of WPP's prestigious Atticus Award for original thinking. His latest thoughts on brands, marketing communications, media and marketing research can be found on his blog, Straight-talk with Nigel Hollis, at


As businesses become increasingly global, companies across the world are grappling with how to effectively position their products and services across different countries and cultures. In this direct and detailed book, branding expert Hollis examines how successful enterprises balance the challenges of expanding globally while creating effective local appeal, introducing his five steps of brand building (presence, relevance, performance, advantage and bonding). While the academic studies and business school matrices such as "Brand Strengths" and "Market Share Prospects" are likely to be more meaningful to industry insiders than to the average business book reader, handy concluding summaries and questions keep the book accessible. Hollis peppers the text with entertaining examples of global marketing initiatives, such as how General Motors turned Buick into a status conscious and in-demand brand in China, how Coca-Cola struggled in India until using Bollywood stars in its commercials boosted its success and how Budweiser was advised to darken the beer's color in the U.K., where consumers perceived the drink as weak due to its light hue. This dense book might seem initially daunting, but marketing pros are sure to find it insightful, informative and a tremendous resource for thinking globally and acting locally. (Oct.) Copyright 2008 Reed Business Information.

'In this direct and detailed book, branding expert Hollis examines how successful enterprises balance the challenges of expanding globally while creating effective local pros are sure to find it insightful, informative and a tremendous resource.' - Publisher's Weekly 'Although creating a truly global brand is - and should be - the goal of many marketers, it also presents some formidable challenges. Nigel Hollis, one of the most experienced and astute branding experts, provides clear and insightful advice as to how to build a strong global brand. Based in part on thorough, up-to-date research from one of the best data bases around, The Global Brand provides a detailed roadmap for global branding success.' - Kevin Lane Keller, Tuck School of Business, Dartmouth University, USA 'This book is a must-read for anyone involved in the world of marketing as it does a thorough job at examining the challenges and opportunities involved in marketing brands on the global stage. Hollis and the Millward Brown team is spot on in recognizing thatlocal culture has enormous influence on success and advocatingthat marketers must win locally before the brand can benefit globally.' - Tony Palmer, Chief Marketing Officer for Kimberly-Clark Corporation 'This focus on brands at the global level is a welcome addition to the literature and is full of relevant examples.' - Donald R. Lehmann, George E. Warren Professor of Business, Columbia University Graduate School of Business, USA "In the Global Brand, Nigel Hollis not only correctssome of the misconceptions of the past but offers a glimpse of the future that is both perceptive and grounded in good business sense. Those who take the time to properly digest this book willsave their companiesa lot of money.' - Sir Martin Sorrell, Chief Executive Officer, WPP 'If you're involved in building brands across markets, you will want to get hold of this book. Part manual, part guiding principles, part 'best practice' case histories - it's an instructive and rewarding read.' - Richard Swaab, Executive Vice-Chairman for AMV BBDO 'In the current global market, in which many western companies have been attempting to extend their reach through mergers and a great number of eastern firms continue to anticipate regional and international growth, insight like Hollis' proves invaluable in putting the massive and delicate undertaking of making a brand international into perspective.' - John Murn, Brand Building

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