The Meaningful Brand : How Strong Brands Make More Money (Hardcover)

Foreword Acknowledgements Preface PART I: WHAT'S IT ALL ABOUT? Chapter 1: HOW MARKETING ADDS FINANCIAL VALUE TO A BUSINESS Chapter 2: HOW BRANDS INFLUENCE PURCHASE DECISIONS Chapter 3: WHAT MAKES YOUR BRAND MEANINGFULLY DIFFERENT? Chapter 4: LINKING MEANINGFUL DIFFERENCE TO FINANCIAL OUTCOMES PART II: CREATING A MEANINGFULLY DIFFERENT BRAND Chapter 5: CLARITY OF PURPOSE Chapter 6: EFFECTIVE DELIVERY Chapter 7: RESONANCE Chapter 8: DIFFERENTIATION Chapter 9: DEFINING A MEANINGFULLY DIFFERENT EXPERIENCE PART III: AMPLIFYING A MEANINGFULLY DIFFERENT BRAND Chapter 10: FINDABILITY Chapter 11: CREDIBILITY Chapter 12: VITALITY Chapter 13: AFFORDABILITY AT A PRICE POINT Chapter 14: EXTENDABILITY Chapter 15: MAKE THE MOST OF YOUR BRAND