The Meaningful Brand: How Strong Brands Make More Money

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The Meaningful Brand: How Strong Brands Make More Money

By: Nigel Hollis

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Why do consumers pay a premium price for a brand? Is it better quality, the look and feel, or is it the brand’s social standing? Author Nigel Hollis believes the answer to all those questions is "yes." Yet the vast majority of brands today trade on past equity and transient buzz. And marketers focus on plan execution rather than creating meaningful differentiation rooted in the brand experience. This lack of meaning is creating a market full of commodities rather than products that instill loyalty. But loyalty (i.e., repeat business) is the key to long term success, and that requires focusing on meaningful differentiation: functional, emotional, or societal. Here, brand expert Nigel Hollis focuses on the four components of a meaningfully different brand: purpose, delivery, resonance, and difference.This unique model will be applied to two very different brand models: premium priced and value priced. The models will show readers how to amplify what their brand stands for across all the brand touch points including: find ability, affordability, credibility, vitality, and extensibility. The book will include cases of global brands such as Dysor, Johnny Walker, Geico, Volkswagen, and more.

Publication Date:

22/10/2013

Number of Pages::

100

Binding:

Hard Back

ISBN:

9780230342262

Categories:

Economics

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Book Details

Publisher Date:

22/10/2013

Number of Pages::

100

Binding:

Hard Back

ISBN:

9780230342262

Categories:

, Economics, Book Bazaar Upto 80% Off, Books, Sale,

Description

Why do consumers pay a premium price for a brand? Is it better quality, the look and feel, or is it the brand’s social standing? Author Nigel Hollis believes the answer to all those questions is "yes." Yet the vast majority of brands today trade on past equity and transient buzz. And marketers focus on plan execution rather than creating meaningful differentiation rooted in the brand experience. This lack of meaning is creating a market full of commodities rather than products that instill loyalty. But loyalty (i.e., repeat business) is the key to long term success, and that requires focusing on meaningful differentiation: functional, emotional, or societal. Here, brand expert Nigel Hollis focuses on the four components of a meaningfully different brand: purpose, delivery, resonance, and difference.This unique model will be applied to two very different brand models: premium priced and value priced. The models will show readers how to amplify what their brand stands for across all the brand touch points including: find ability, affordability, credibility, vitality, and extensibility. The book will include cases of global brands such as Dysor, Johnny Walker, Geico, Volkswagen, and more.

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