The Global Brand: How to Create and Develop Lasting Brand Value in the World Market [Hardcover]

Nigel Hollis (Author)

Editorial Reviews

From Publishers Weekly

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 © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review

'In The Global Brand, Nigel Hollis not only corrects some 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 will save their companies a 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 '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. - Kevin Lane Keller, Tuck School of Business, Dartmouth 'This book is a must-read for anyone involved in the world of marketing. Hollis and the Millward Brown team is spot on in recognizing that local culture has enormous influence on success and advocating that 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 '!marketing pros are sure to find it insightful, informative and a tremendous resource for thinking globally and acting locally.' - Publishers Weekly

See all Editorial Reviews

Product Details

• Hardcover: 272 pages
• Publisher: Palgrave Macmillan (September 30, 2008)
• Language: English
• ISBN-10: 0230606229
• ISBN-13: 978-0230606227
• Product Dimensions: 9.3 x 6.3 x 1.1 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Bestsellers Rank: #559,106 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars Sound advice for global marketers, November 20, 2008

By	Mario Sanchez Carrion - See all my reviews (REAL NAME)

This review is from: The Global Brand: How to Create and Develop Lasting Brand Value in the World Market (Hardcover)

As a marketing executive in the international branch of a Fortune 500 company I can really relate to the concepts outlined in this comprehensive and well researched book. In a way, I felt that the author was preaching to the choir.

Mr. Hollis shows us how the most successful global companies are those that have found a balance between their desire to achieve economies of scale, and their willingness to adapt their products to local cultures, tastes and habits.

He gives us the successful example of McDonald's, a brand positioned as "fast, low cost food" in the US, but considered more upscale in other countries by people who identify themselves with the West and the American way of life. These differences have prompted the addition of value added services like home delivery, and the creation of concepts like McCafe.

The book also dispels some common business myths like the "first mover advantage", which is not necessarily true in the global scene, and the notion that consumers in developing countries just care about price (when in fact they place more importance on brands than their counterparts in developed countries).

Mr. Hollis finishes his book with some specific tips on how to align organization and resources so that corporations can position their brands for global success.

I recommend this book to anybody who is interested or involved in building brands, and wouldn't hesitate to call it a must-read for all those in charge of leading organizations and brands in their quest for international growth.

1 of 1 people found the following review helpful:

5.0 out of 5 stars For anyone who wants to be an expert at crafting a brand for their business, January 12, 2009

By	Midwest Book Review (Oregon, WI USA) - See all my reviews

This review is from: The Global Brand: How to Create and Develop Lasting Brand Value in the World Market (Hardcover)

A rose by any other name may smell as sweet, but a brand by another name won't sell nearly as well. "The Global Brand: How to Create and Develop Lasting Brand Value in the World Market" is a complete and comprehensive analysis to crafting an ideal brand to push one's product in today's very highly competitive world where only a few brand names seemingly monopolize every field. Laying out the many challenges face and looking at some success and failure stories in today's world, "The Global Brand" is a must for anyone who wants to be an expert at crafting a brand for their business.

2 of 3 people found the following review helpful:

5.0 out of 5 stars An excellent read, October 10, 2008

By	Norma B. Collier - See all my reviews (REAL NAME)

This review is from: The Global Brand: How to Create and Develop Lasting Brand Value in the World Market (Hardcover)

This book is both insightful and informative. It is a great resource for marketers and definitely more readable than the average business book.
The author, who is clearly very accomplished, reminds us that the key to global success is to win locally.