The Global Brand
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...more
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 ...more