The Global Brand: How to Create and Develop Lasting Brand Value in the World Market

Today, With a Growing Number of Consumers Facing Strained budgets, it is more important than ever to establish and maintain a unique branding identity. In this thorough investigation of brand strength in the accelerated modern business world, Nigel Hollis draws on his experience at Millward Brown both to present a simple formula for determining brand strength and to illustrate how brands perform in the market. Hollis emphasizes human nature as a set of constant core values to which all brands should appeal, and analyzes the future of brand-building as a profitable investment.