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Brand Premium

How Smart Brands Make More Money

  • Nigel Hollis

Table of contents

  1. Front Matter
    Pages i-xiii
  2. What’s it all about?

    1. Front Matter
      Pages 1-7
    2. Nigel Hollis
      Pages 25-37
  3. Creating a Meaningfully Different Brand

    1. Front Matter
      Pages 69-70
    2. Nigel Hollis
      Pages 71-82
    3. Nigel Hollis
      Pages 83-93
    4. Nigel Hollis
      Pages 95-103
    5. Nigel Hollis
      Pages 105-120
  4. Amplifying a Meaningfully Different Brand

    1. Front Matter
      Pages 131-132
    2. Nigel Hollis
      Pages 133-144
    3. Nigel Hollis
      Pages 145-154
    4. Nigel Hollis
      Pages 155-169
    5. Nigel Hollis
      Pages 171-181
    6. Nigel Hollis
      Pages 183-191
    7. Nigel Hollis
      Pages 193-205
  5. Back Matter
    Pages 207-225

About this book

Introduction

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: findability, affordability, credibility, vitality, and extendibility. The book will include cases of global brands such as Dyson, Johnnie Walker, Geico, Volkswagen, and more.

Keywords

brand branding marketing

Authors and affiliations

  • Nigel Hollis
    • 1
  1. 1.Millward BrownUSA

Bibliographic information