Brand Premium
Why do consumers pay a premium price for a brand? 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. Is it better quality, the look and feel, or is it the brand's s… Celý popis ↓
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Brand Premium
Why do consumers pay a premium price for a brand? 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. Is it better quality, the look and feel, or is it the brand's social standing?
This lack of meaning is creating a market full of commodities rather than products that instill loyalty. And marketers focus on plan execution rather than creating meaningful differentiation rooted in the brand experience. 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.
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