Rapid developments in modern technology offer companies with rapidly expanding marketing opportunities, but they also create an over-saturated business environment that helps and damages brands. In this comprehensive investigation of brand power in the modern business world, Nigel Hollis relies on his experience at Millward Brown to provide a simple formula for determining brand strength on a two-pronged basis, attendance (or familiarity) and effort (or marketing appeal), to illustrate market value and brand performance .

It analyzes the five steps of a customer's commitment to a strong brand - presence, relevance, performance, benefits and connectivity. Finally, Hollis emphasizes human nature as a set of fixed core values ​​that all brands should appeal to, and analyzes the future of brand building as a profitable investment..

I want that book.