Purpose, Alignment & Corporate Brand

Book summaries ENERO 2014

Brands that make people’s lives more meaningful achieve greater differentiation and better results

Why do consumers pay more for some products than others? Why talented professionals prefer to work for some companies rather than others? What makes investors and shareholders favour some values rather than others? Why does the society hold some organizations and leaders in greater esteem than others?

Any brand may be compared to a medal that has two sides: the tangible side (functional values managed by the brand’s owners) and the intangible side (emotional and social values rooted in the brand’s identity and controlled by the brand’s stakeholders through its reputation). Nigel Hollis, VP and Chief Global Analyst at Millward Brown, believes that the true risk faced by companies today is a discrepancy between these two elements.

This document was developed by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the book Brand Premium by Nigel Hollis, VP and Chief Global Analyst at Millward Brown. The book was published by Palgrave in 2013.