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

Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength to illustrate the market value and performance of brands. 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.

• | By (Author): Nigel Hollis
• | Publisher: Palgrave Macmillan
• | Publication Date: Mar 02, 2010
• | Country of Publication: United Kingdom
• | Number of Pages: 272 pages
• | Language: Unknown
• | Binding: Paperback|Softback
• | ISBN-10: 0230620566
• | ISBN-13: 9780230620568