The global brand: how to create and develop lasting brand value in the world market
Hollis, Nigel
19,57 €(IVA inc.)
In this practical overview of brand strength in the modern business world, Nigel Hollis presents a simple formula for determining brand strength and outlines five steps of customer commitment to a strong brand - Presence, Relevance, Performance, Advantage, and Bonding. He also analyses the future of brand-building. ÍNDICE: What is a Brand? - So What is a Global Brand? - Five Steps to a Strong Brand: The BrandDynamics Pyramid - How Strong Brands Create Value - Strong Brand Relationships are Local - Successful Global Brands - The Understandingof Brands Evolves Over Time - The Balancing Act - The BRICs and Beyond
- ISBN: 978-0-230-60622-7
- Editorial: Palgrave Macmillan
- Encuadernacion: Cartoné
- Páginas: 272
- Fecha Publicación: 22/11/2008
- Nº Volúmenes: 1
- Idioma: Inglés