The Meaningful Brand

Part I. What’s it All About?

1. How Marketing Adds Financial Value to a Business
Nigel Hollis

2. How Brands Influence Purchase Decisions
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3. What Makes Your Brand Meaningfully Different?
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4. Linking Meaningful Difference to Financial Outcomes
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Part II. Creating a Meaningfully Different Brand

5. Clarity of Purpose
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6. Effective Delivery
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7. Resonance
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8. Differentiation
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9. Defining a Meaningfully Different Experience
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Part III. Amplifying a Meaningfully Different Brand

10. Findability
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11. Credibility
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12. Vitality
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13. Affordability at a Price Point
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14. Extendability
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15. Make the Most of Your Brand
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Avainsanat: Medicine & Public Health, Public Health, Development Economics