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. 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.

Nigel Hollis is chief global analyst at Millward Brown, one of the world’s leading market research agencys. A 27-year marketing and research branding expert, Nigel has worked with a wide range of global marketers including Nestlé, SAB Miller, Hewlett-Packard, 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 www.mb-blog.com.

List of Tables	p. ix
List of Figures	p. xi
Foreword	p. xiii
Acknowledgments	p. xv
Introduction	p. 1
Strong Global Brands Create Lasting Value	p. 7
What Is a Brand?	p. 9
So What Is a Global Brand?	p. 23
Five Steps to a Strong Brand	p. 35
The Most Successful Global Brands	p. 47
How Strong Global Brands Create Lasting Value	p. 67
Building Strong Global Brands Is Challenging	p. 81
A Global Economy, Local Consumers	p. 83
The Power of Being Part of Local Culture	p. 101
Light on the Dark Continent	p. 113
How Global Brands Have Met the Challenge of Going Local	p. 127
Balancing Brand Strength and Business Efficiency	p. 141
Practices that Help Build Successful Global Brands	p. 153
Understand Commonalities and Differences	p. 155
Identify a Global Brand Promise	p. 165
Identify How to Communicate Your Promise	p. 177
Harness the Power of Research	p. 189
Align Your Organization	p. 203
Look to the Future	p. 213
Addendum-From Leamington Spa to Beijing: How Millward Brown Became a Successful Global Brand	p. 225
Millward Brown Optimor BrandZÖ Top 100 Most Valuable Brands Ranking 2008	p. 231
The Global Brand Survey	p. 235
Notes	p. 239
Index	p. 247
Table of Contents provided by Ingram. All Rights Reserved.

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