Brand Premium: How Smart Brands Make More Money

Brand Premium: How Smart Brands Make More Money

by N. Hollis


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Product Details

ISBN-13: 9781137279910
Publisher: Palgrave Macmillan US
Publication date: 10/22/2013
Edition description: 2014
Pages: 225
Sales rank: 416,063
Product dimensions: 6.30(w) x 9.30(h) x 1.00(d)

About the Author

Nigel Hollis is executive vice president and chief global analyst at Millward Brown. Nigel brings 30 years of research experience to bear on his understanding of how marketing communications can build and maintain brands. Nigel has worked with clients in many different industries and countries, and has been instrumental in developing some of Millward Brown's most successful research solutions. He has a popular brand blog called Straight Talk with Nigel Hollis. A four-time winner of WPP's Atticus Award. He lives in Vermont.

Table of Contents

Foreword Acknowledgements Preface PART I: WHAT'S IT ALL ABOUT? 1. How Marketing Adds Financial Value To A Business 2. How Brands Influence Purchase Decisions 3. What Makes Your Brand Meaningfully Different? 4. Linking Meaningful Difference To Financial Outcomes PART II: CREATING A MEANINGFULLY DIFFERENT BRAND 5. Clarity Of Purpose 6. Effective Delivery 7. Resonance 8. Differentiation 9. Defining A Meaningfully Different Experience PART III: AMPLIFYING A MEANINGFULLY DIFFERENT BRAND 10. Findability 11. Credibility 12. Vitality 13. Affordability At A Price Point 14. Extendability 15. Make The Most Of Your Brand

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