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Brand Premium pp 133-144 | Cite as

Findability

  • Nigel Hollis

Abstract

Findability is all about ensuring that your brand is available and easily found when and where people want it. If this sounds like something you learned in a marketing basics class, that’s because it is—but that does not make it any less important. In fact, findability is such a basic concept that people often take it for granted. They make assumptions about where the brand should be distributed. They overlook the need for the brand to be easily searchable—both digitally and physically. They fail to ask simple, necessary questions, such as: How can I make my brand more readily available? Can I gain new buyers by identifying new purchase occasions and situations that are not served by the competition? How can I make my brand the most obvious choice?

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Copyright information

© Nigel Hollis 2013

Authors and Affiliations

  • Nigel Hollis
    • 1
  1. 1.Millward BrownUSA

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