Titlebook: Brand Premium; How Smart Brands Mak Nigel Hollis Book 2013 Palgrave Macmillan, a division of Nature America Inc. 2013 brand.branding.market

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Book 2013elieves 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 c

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How Marketing Adds Financial Value to a BusinessMost Valuable Global Brands Ranking is different from other rankings because it integrates financial data with attitudinal survey data to identify the degree to which consumers’ beliefs about brands drive their purchase decisions. We call the attitudinal component the .. The higher the brand contrib

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Linking Meaningful Difference to Financial Outcomesequivalent non-branded good. Brands create that extra value by influencing the decisions of key stakeholders, not the least of whom is the end customer or consumer. By generating and securing additional consumer demand for the product and reducing the risk associated with future earnings, brands can

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Effective Deliveryhe actual brand experience? Good delivery is critical to a brand’s long-term success, because meaning originates from the brand experience. Ensuring that the brand’s meaningful difference is inherent across all touch points is key to good delivery. The way the brand presents itself to the target aud

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Resonanceand relevant to consumers. The brand must offer something that consumers need or want at a price they are willing to pay. But strong brands are built on more than creating satisfied customers; strong brands also strike an emotional chord with consumers. Strong brands resonate.

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Defining a Meaningfully Different Experiencent experience. This is not a sequential process. For instance, your brand’s purpose will inform the audience to whom the brand appeals, what is most important in terms of delivery, and what will differentiate your brand from the alternatives. Identifying a brand’s meaningfully different experience i