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

Contents......Page 8
List of Tables......Page 10
List of Figures......Page 12
Foreword......Page 14
Acknowledgments......Page 16
Introduction......Page 20
Part One: Strong Global Brands Create Lasting Value......Page 26
1 What Is a Brand?......Page 28
2 So What Is a Global Brand?......Page 42
3 Five Steps to a Strong Brand......Page 54
4 The Most Successful Global Brands......Page 66
5 How Strong Global Brands Create Lasting Value......Page 86
Part Two: Building Strong Global Brands Is Challenging......Page 100
6 A Global Economy, Local Consumers......Page 102
7 The Power of Being Part of Local Culture......Page 120
8 Light on the Dark Continent......Page 132
9 How Global Brands Have Met the Challenge of Going Local......Page 146
10 Balancing Brand Strength and Business Efficiency......Page 160
Part Three: Practices that Help Build Successful Global Brands......Page 172
11 Understand Commonalities and Differences......Page 174
12 Identify a Global Brand Promise......Page 184
13 Identify How to Communicate Your Promise......Page 196
14 Harness the Power of Research......Page 208
15 Align Your Organization......Page 222
16 Look to the Future......Page 232
Addendum—From Leamington Spa to Beijing: How Millward Brown Became a Successful Global Brand......Page 244
Appendix A: Millward Brown Optimor BrandZ™ Top 100 Most Valuable Brands Ranking 2008......Page 250
Appendix B: The Global Brand Survey......Page 254
Notes......Page 258
B......Page 266
C......Page 267
G......Page 268
K......Page 269
M......Page 270
P......Page 271
V......Page 272
Y......Page 273