What makes a strong brand?
Future growth potential, not just current sales, determines the value of a brand. The Global Brand discusses which brand qualities determine future growth potential.
The foundation of a strong brand is an effective business model. But this alone does not guarantee success. This section considers the five characteristics that unite strong brands wherever they are found.
Many of the strongest global brands had a luxury that is in short supply these days: time. This section considers how some of the most successful global brands used that time to become adopted as part of the local culture.