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The Global Brand

really liked it 4.00  ·  Rating details ·  30 ratings  ·  2 reviews

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 advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and h

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Kindle Edition, 273 pages
Published (first published September 30th 2008)
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really liked it 4.00  · 
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John
Jul 18, 2011 rated it liked it
(from my review for Brand Building Magazine:)

Localize. On the surface it seems somewhat counterintuitive that the pervasive strategic message at the heart of a book about the globalization of brands can be summed up in this one word. Yet Nigel Hollis goes to great lengths to illustrate the importance of tailoring a (global) brand promise to local culture in every new market a brand enters.

Utilizing Millward Brown’s vast database of brand valuations and annual BrandZ studies to put the global bra
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Dec 27, 2011 rated it really liked it  ·  review of another edition
Please see my review here: http://theagencyreview.wordpress.com/...
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