The Global Brand: How to Create and Develop Lasting Brand Value in the World Market
Бумажная книга | Код товара 287182
Автор
Найджел Холлис
Издательство
Macmillan Ltd
Язык
Английский
Год издания
2010
Количество страниц
272 стр.
Формат
246x189x23 мм
Переплет
Мягкий
ISBN
9780230620568

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

От издателя:

Rapid 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. In this thorough investigation of brand strength in today's business world, Nigel 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.

Характеристики
Автор
Найджел Холлис
Издательство
Macmillan Ltd
Язык
Английский
Год издания
2010
Количество страниц
272 стр.
Формат
246x189x23 мм
Переплет
Мягкий
ISBN
9780230620568
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Характеристики The Global Brand: How to Create and Develop Lasting Brand Value in the World Market
Автор
Найджел Холлис
Издательство
Macmillan Ltd
Язык
Английский
Год издания
2010
Количество страниц
272 стр.
Формат
246x189x23 мм
Переплет
Мягкий
ISBN
9780230620568
Тип
Бумажная