Brand Premium: How Smart Brands Make More Money

by Nigel Hollis

Why 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...

• Format: Hardcover
• Language: English
• ISBN: 1137279915
• ISBN13: 9781137279910
• Release Date: November 2014
• Publisher: Palgrave MacMillan
• Length: 225 Pages
• Weight: 0.94 lbs.
• Dimensions: 0.8" x 6.1" x 9.6"