The Global Brand examines the challenges facing international brands and identifies the best practices that will help aspiring global brands become successful on the world stage." "Using research from the 2008 BrandZ Top 100 Most Valuable Brands ranking, case studies, and interviews with the architects of some of today's most successful global brands including Nestle, Jack Daniels, YouTube, HP, and more, Nigel Hollis, Chief Global Analyst at Millward Brown, paints a complete portrait of the international branding world. This book will provide marketers with the critical information necessary to determine how, when, and where it is best to take a brand global, when keeping a brand local is more important than going global, and how to effectively manage a brand from launch to global maturity.