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The Meaningful Brand

How Strong Brands Make More Money

Authors: Hollis, N.

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eBook 16,99 €
price for Spain (gross)
  • ISBN 978-1-137-36559-0
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
About this book

Instilling brand loyalty among consumers is the key to long-term success, and requires focusing on meaningful differentiation: functional, emotional, or societal. Supported by data analyses, case studies and interviews, The Meaningful Brand explores the four components of a distinguished brand: purpose, delivery, resonance, and difference.

About the authors

Nigel Hollis is executive vice president and chief global analyst at Millward Brown. Nigel brings 30 years of research experience to bear on his understanding of how marketing communications can build and maintain brands. Nigel has worked with clients in many different industries and countries, and has been instrumental in developing some of Millward Brown's most successful research solutions. He has a popular brand blog called Straight Talk with Nigel Hollis. A four-time winner of WPP's Atticus Award. He lives in Vermont.

Reviews

"Nigel Hollis offers one of the most concise and useful texts on not just what a meaningful brand is, but a practical guide and workbook on how to build and cultivate a powerful brand" - B2B Marketing


Table of contents (15 chapters)

  • How Marketing Adds Financial Value to a Business

    Hollis, Nigel

    Pages 9-23

    Preview Buy Chapter 30,19 €
  • How Brands Influence Purchase Decisions

    Hollis, Nigel

    Pages 25-37

    Preview Buy Chapter 30,19 €
  • What Makes Your Brand Meaningfully Different?

    Hollis, Nigel

    Pages 39-51

    Preview Buy Chapter 30,19 €
  • Linking Meaningful Difference to Financial Outcomes

    Hollis, Nigel

    Pages 53-67

    Preview Buy Chapter 30,19 €
  • Clarity of Purpose

    Hollis, Nigel

    Pages 71-82

    Preview Buy Chapter 30,19 €

Buy this book

eBook 16,99 €
price for Spain (gross)
  • ISBN 978-1-137-36559-0
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase

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Bibliographic Information

Bibliographic Information
Book Title
The Meaningful Brand
Book Subtitle
How Strong Brands Make More Money
Authors
Copyright
2013
Publisher
Palgrave Macmillan US
Copyright Holder
Palgrave Macmillan, a division of Nature America Inc.
eBook ISBN
978-1-137-36559-0
DOI
10.1007/978-1-137-36559-0
Edition Number
1
Number of Pages
XIII, 225
Topics