The Global Brand and over one million other books are available for Amazon Kindle. Learn more
Qty:1
  • List Price: $24.95
  • Save: $5.00 (20%)
FREE Shipping on orders over $35.
Only 2 left in stock (more on the way).
Ships from and sold by Amazon.com.
Gift-wrap available.
Add to Cart
FREE Shipping on orders over $35.
Condition: Used: Good
Add to Cart
Have one to sell?
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See all 2 images

The Global Brand: How to Create and Develop Lasting Brand Value in the World Market Hardcover – September 30, 2008


See all 5 formats and editions Hide other formats and editions
Amazon Price New from Used from
Kindle
"Please retry"
Hardcover
"Please retry"
$19.95
$4.11 $0.01

Frequently Bought Together

The Global Brand: How to Create and Develop Lasting Brand Value in the World Market + The PDMA Handbook of New Product Development
Price for both: $108.66

Buy the selected items together

NO_CONTENT_IN_FEATURE
NO_CONTENT_IN_FEATURE

Product Details

  • Hardcover: 272 pages
  • Publisher: Palgrave Macmillan Trade (September 30, 2008)
  • Language: English
  • ISBN-10: 9780230606227
  • ISBN-13: 978-0230606227
  • ASIN: 0230606229
  • Product Dimensions: 9.4 x 6.3 x 0.8 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #1,574,579 in Books (See Top 100 in Books)

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

More About the Author

Nigel Hollis is Chief Global Analyst at Millward Brown, one of the world's top ten market research and consulting organizations. In his role, Nigel provides consultancy and advice for leading brands around the world. Nigel is a four-time winner of WPP's distinguished Atticus Award for original thinking and is a frequent speaker at industry events. When not elsewhere in the world he lives in Vermont, USA.

Customer Reviews

4.7 out of 5 stars
5 star
5
4 star
2
3 star
0
2 star
0
1 star
0
See all 7 customer reviews
His style is clear and compelling, making it an easy read.
Jorge
Highly recommended for anyone looking for examples of how brands have become successful and stayed successful on a global basis.
Catherine Bury
The author, who is clearly very accomplished, reminds us that the key to global success is to win locally.
Norma B. Collier

Most Helpful Customer Reviews

5 of 5 people found the following review helpful By Mario Sanchez Carrion on November 20, 2008
Format: 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.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
By Meghan Stevens on March 2, 2014
Format: Paperback Verified Purchase
With the exception of a fold/crease on the first page, the book was in great condition. In general it was of good quality.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
Format: Paperback
There are many contradictions and paradoxes that we contend with in marketing, but I had not realized the one inherent in the concept of global branding until I started preparing a course on it for students at the Ervin K. Haub School of Business at St. Joseph's University in Philadelphia.

Because marketing is about focus, right? "Try to be everything to everyone and you'll be nothing to no one" is a mantra that was beaten into my head as a young creative, and which I correspondingly beat in to the heads of my students.

But global branding, by definition, is about expanding. It's about saying "Hey, people in this country accept how our product fulfills a need for them. I'll bet there are other people in other countries who have a similar need that could be met in a similar way by our product." Never mind that they have different cultures, [to read the rest of this review, please visit: [...]
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
By Jorge on November 1, 2008
Format: Hardcover
This is one of the best books about global brand management. Supported by loads of evidence and many years of experience as brand advisor, Nigel gives sound advice to those seeking to reap the rewards of going global with a brand. His style is clear and compelling, making it an easy read.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again

Customer Images

Search