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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Differentiation“Differentiation is the essence of strategy.”

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Make the Most of Your BrandFact: If you work in marketing, then you care a heck of a lot more about your brand than your consumers do.

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https://doi.org/10.1007/978-1-137-51038-9brand; branding; marketing

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Palgrave Macmillan, a division of Nature America Inc. 2013

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How Brands Influence Purchase Decisionsof quality, meaning, and value, but on a day-to-day basis, people rarely invest much time and thought in them. Brands become most important when people need to make a decision between alternatives, and this is when marketing can have one of its strongest effects.

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What Makes Your Brand Meaningfully Different?s a small child. Truthfully, it’s a pretty unremarkable rock, and I doubt that anyone else would find it interesting, but it means something to me. People have always been drawn to ascribe meaning to inanimate objects—often more meaning than is justified by those objects’ functional benefits.

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