Enter your mobile number below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
Getting the download link through email is temporarily not available. Please check back later.

  • Apple
  • Android
  • Windows Phone
  • Android

To get the free app, enter your mobile phone number.

Qty:1
  • List Price: $24.95
  • Save: $2.61 (10%)
FREE Shipping on orders with at least $25 of books.
Only 1 left in stock (more on the way).
Ships from and sold by Amazon.com. Gift-wrap available.
The Global Brand: How to ... has been added to your Cart
FREE Shipping on orders over $25.
Condition: Used: Like New
Comment: Light self/reading wear to front and back covers. Interior pages are crisp and clean and in like new condition!
Have one to sell? Sell on Amazon
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See all 3 images

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

4.8 out of 5 stars 8 customer reviews

See all 5 formats and editions Hide other formats and editions
Price
New from Used from
Kindle
"Please retry"
Hardcover
"Please retry"
$22.34
$6.49 $0.01

Excel2016ForDummiesVideo
Excel 2016 For Dummies Video Training
Discover what Excel can do for you with self-paced video lessons from For Dummies. Learn more.
$22.34 FREE Shipping on orders with at least $25 of books. Only 1 left in stock (more on the way). Ships from and sold by Amazon.com. Gift-wrap available.
click to open popover


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.

About the Author

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, H-P, 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.

NO_CONTENT_IN_FEATURE

New York Times best sellers
Browse the New York Times best sellers in popular categories like Fiction, Nonfiction, Picture Books and more. See more

Product Details

  • Hardcover: 272 pages
  • Publisher: St. Martin's Press (September 30, 2008)
  • Language: English
  • ISBN-10: 9780230606227
  • ISBN-13: 978-0230606227
  • ASIN: 0230606229
  • Product Dimensions: 6.4 x 1 x 9.6 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #2,290,481 in Books (See Top 100 in Books)

Customer Reviews

5 star
75%
4 star
25%
3 star
0%
2 star
0%
1 star
0%
See all 8 customer reviews
Share your thoughts with other customers

Top Customer Reviews

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 5 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
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.
Sorry, we failed to record your vote. Please try again
Report abuse
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.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: 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.
Comment One person found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse

Set up an Amazon Giveaway

The Global Brand: How to Create and Develop Lasting Brand Value in the World Market
Amazon Giveaway allows you to run promotional giveaways in order to create buzz, reward your audience, and attract new followers and customers. Learn more about Amazon Giveaway
This item: The Global Brand: How to Create and Develop Lasting Brand Value in the World Market

Pages with Related Products. See and discover other items: business marketing