Advertisement

Resonance

  • Nigel Hollis

Abstract

A clearly defined purpose—and a company organized to deliver that purpose—will do little to build brand value if the brand’s offerings are not useful and relevant to consumers. The brand must offer something that consumers need or want at a price they are willing to pay. But strong brands are built on more than creating satisfied customers; strong brands also strike an emotional chord with consumers. Strong brands resonate.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Nigel Hollis 2013

Authors and Affiliations

  • Nigel Hollis
    • 1
  1. 1.Millward BrownUSA

Personalised recommendations