The Global Brand

What is a Brand?
So What is a Global Brand?
Five Steps to a Strong Brand: The Brand Dynamics Pyramid
How Strong Brands Create Value
Strong Brand Relationships are Local
Successful Global Brands
The Understanding of Brands Evolves Over Time
The Balancing Act
The BRICs and Beyond

NIGEL HOLLIS has been part of the Millward Brown Group for 22 years, and is now Executive Vice President and Chief Global Analyst. He has wide-ranging experience in brand growth and development, marketing and communications, and interactive research techniques. Before his work at Millward Brown, Hollis worked at Cadbury Typhoo in the UK as a senior research manager. He also has global experience in the financial, automotive, packaged goods, travel, alcoholic beverages, and technology industries. Hollis frequently contributes to leading business journals and trade publications, and has speaking engagements for Millward Brown around the world. He graduated from Lancaster University in the UK with a B.A. (Honors) in economics.

'In <EM>The Global Brand</EM>, 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.' - <EM>Publishers Weekly</EM>