u003cpu003eu003cbu003eA top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing brand strength in a globalized worldu003c/bu003eu003cbru003eu003cbru003eRapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. u003ciu003eThe Global Brand u003c/iu003eis a thorough investigation of brand strength in the accelerated modern business world.u003cbru003eu003cbru003eNigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment.u003cbru003eu003cbru003eIn u003ciu003eThe Global Brandu003c/iu003e, 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. u003ciu003eSir Martin Sorrell, Chief Executive Officer, WPPu003c/iu003eu003c/pu003e
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