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024 7 $a10.1007/978-1-137-51038-9
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035   $a(DE-He213)978-1-137-51038-9
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101 0 $aeng
135   $aurcnu||||||||
181   $2rdacontent
182   $2rdamedia
183   $2rdacarrier
200 10$aBrand Premium $eHow Smart Brands Make More Money /$fby N. Hollis
205   $a1st ed. 2013.
210  1$aNew York :$cPalgrave Macmillan US :$cImprint: Palgrave Macmillan,$d2013.
215   $a1 online resource (225 pages)
300   $aIncludes index.
311   $a1-137-27991-5 
330   $aWhy 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.
606   $aNeurology 
606   $aDevelopment economics
606   $aNeurology$3https://scigraph.springernature.com/ontologies/product-market-codes/H36001
606   $aDevelopment Economics$3https://scigraph.springernature.com/ontologies/product-market-codes/W42000
615  0$aNeurology .
615  0$aDevelopment economics.
615 14$aNeurology.
615 24$aDevelopment Economics.
676   $a658.827
700   $aHollis$b N$4aut$4http://id.loc.gov/vocabulary/relators/aut$0871648
906   $aBOOK
912   $a9910438006303321
996   $aBrand Premium$92227762
997   $aUNINA