The Global Brand

InThe Global Brand, Hollis explores the ways brands compete on a global stage.  Globalization will remain an imperative, but how brands approach globalization may need to change.             The Global Brandconsiders the tension between effective branding and business efficiency and identifies the practices that will help aspiring global brands become successful on the world stage. Drawing on Millward Brown's 20 years of working with some of the biggest global brands, the author has augmented this experience with new research, case studies, and interviews with the architects of some of today's most successful global brands, including:  Coca Cola; Huggies Diapers;  Gillette and more.  The book is organized into three sections:  Section one describes the ways in which strong global brands create lasting value.  Section two focuses on the challenges faced by marketers in building strong global brands. And finally, last section, describes some practices which can help marketers overcome the difficulties they will face in the process.