Instilling brand loyalty among consumers is the key to long-term success, and requires focusing on meaningful differentiation: functional, emotional, or societal. Supported by data analyses, case studies and interviews, The Meaningful Brand explores the four components of a distinguished brand: purpose, delivery, resonance, and difference.
CITATION STYLE
Hollis, N. (2013). How Marketing Adds Financial Value to a Business. In The Meaningful Brand (pp. 9–23). Palgrave Macmillan US. https://doi.org/10.1007/978-1-137-36559-0_1
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