Today’s international marketplace is incredibly competitive, and globalizing a brand is a serious challenge. Marketers must determine which brand characteristics apply in different markets, and which need to be localized. Millward Brown’s chief global analyst, Nigel Hollis, shows companies how to achieve success in The Global Brand.
Consistency alone is not enough to make a brand relevant around the world. A business model that caters to local cultures is crucial, and Hollis outlines how the most successful global brands develop relationships with a diverse range of consumers to create lasting brand value.
Read the foreword by Eileen Campbell, Chief Marketing Officer at IMAX.
What readers will learn in The Global Brand:
- The five phases that bond a consumer to a brand, and how this model can help determine brand strength in different locales.
- Key differences between developed and emerging markets, and how these differences influence brand success.
- The factors that give local brands an advantage, and what global counterparts can do to tip the scale in their favor.
- How brands can leverage their company’s scale, but not get lost in it.
- How to reach the appropriate combination of global consistency and local relevance.
Communicating a message across geographical and cultural differences is no small feat, andThe Global Brand provides detailed advice on everything from conducting specialized research and tapping into human motivations, to the practical matters of managing global teams. The book uses new research and data from the 2008 BrandZ™ Top 100 Most Powerful Brands ranking.
A marketing and branding expert for the last 28 years, Hollis has worked with a wide range of global marketers including Unilever, Microsoft and Pepsi-Cola. He is well qualified to lead companies through today's complicated global landscape.
Table of Contents
What Is a Brand?
- So What Is a Global Brand?
- Five Steps to a Strong Brand
- The Most Successful Global Brands
- How Strong Global Brands Create Lasting Value by Joanna Seddon, Millward Brown Optimor
- A Global Economy, Local Consumers
- The Power of Being Part of Local Culture
- Light on the Dark Continent by Matthew Angus and Judith Kapanga, Millward Brown South Africa
- How Global Brands Have Met the Challenge of Going Local
- Balancing Brand Strength and Business Efficiency
- Understand Commonalities and Differences
- Identify a Global Brand Promise
- Identify How to Communicate Your Promise
- Harness the Power of Research
- Align Your Organization
- Look to the Future