The global brand: how to create and develop lasting brand value in the world market
Hollis, Nigel
14,35 €(IVA inc.)
Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength to illustrate the market value and performance of brands. Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-buildingas a profitable investment. INDICE: 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: 978-0-230-62056-8
- Editorial: Palgrave Macmillan
- Encuadernacion: Rústica
- Páginas: 272
- Fecha Publicación: 02/03/2010
- Nº Volúmenes: 1
- Idioma: Inglés