THE GLOBAL BRAND

THE GLOBAL BRAND

HOW TO CREATE AND DEVELOP LASTING BRAND VALUE IN THE WORLD MARKET

NIGEL HOLLIS

2,99 €
IVA incluido

Las valoraciones ofrecidas en Libroslowcost son el resultado de encuestas realizadas directamente por Google tras un pedido recibido.

Editorial:
MACMILLAN
Año de edición:
2008
Materia
Inglés - oferta
ISBN:
978-0-230-60622-7
Páginas:
254
Comprando en Libros Low Cost fomentas la economía circular que apuesta por el uso en lugar del consumo. Este modelo prima el beneficio social y medioambiental, interrelacionándose de manera muy estrecha con la sostenibilidad.
2,99 €
IVA incluido

Las valoraciones ofrecidas en Libroslowcost son el resultado de encuestas realizadas directamente por Google tras un pedido recibido.

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.u003cbru003eu003cbru003e“In 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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