Brand Premium : How Smart Brands Make More Money (Hardcover)

Foreword Acknowledgements Preface PART I: WHAT'S IT ALL ABOUT? 1. How Marketing Adds Financial Value To A Business 2. How Brands Influence Purchase Decisions 3. What Makes Your Brand Meaningfully Different? 4. Linking Meaningful Difference To Financial Outcomes PART II: CREATING A MEANINGFULLY DIFFERENT BRAND 5. Clarity Of Purpose 6. Effective Delivery 7. Resonance 8. Differentiation 9. Defining A Meaningfully Different Experience PART III: AMPLIFYING A MEANINGFULLY DIFFERENT BRAND 10. Findability 11. Credibility 12. Vitality 13. Affordability At A Price Point 14. Extendability 15. Make The Most Of Your Brand