The Meaningful Brand How Strong Brands Make More Money

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: purp...

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Main Author: Hollis, Nigel
Corporate Author: SpringerLink (Online service)
Format: eBook
Language:English
Published: New York Palgrave Macmillan US 2013, 2013
Subjects:
Online Access:
Collection: Springer eBooks 2005- - Collection details see MPG.ReNa
Summary: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
Physical Description:XIII, 225 p online resource
ISBN:9781137365590