Brand Premium by N. Hollis [Hardcover] [rare books]

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Book Summary

"Brand Premium: How Smart Brands Make More Money" by Nigel Hollis explores why consumers pay premium prices for certain brands. According to Hollis, the answer lies in a combination of factors, including better quality, aesthetics, and social standing.

The book highlights how most brands rely on past equity and short-term buzz rather than creating meaningful differentiation through brand experiences. Hollis emphasizes the importance of building brand loyalty by focusing on four key components¹ ²:
- Purpose: Defining the brand's role and values
- Delivery: Meeting customer expectations through products or services
- Resonance: Creating an emotional connection with customers
- Difference: Establishing a unique identity that sets the brand apart

Hollis applies his model to different brand types, including premium-priced and value-priced brands, and provides insights on amplifying a brand's value across various touchpoints.

About the Author

Nigel Hollis is Executive Vice President and Chief Global Analyst at Millward Brown, with over 30 years of experience in research and branding. He's a renowned expert in the field, known for his blog "Straight Talk with Nigel Hollis," and a four-time winner of WPP's Atticus Award.

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