Brands Laid Bare

Kevin Ford

168 pages, parution le 17/03/2005

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Résumé

The way we relate to brands has changed. Once, brand management was about doing things to people, and choices were made by brand managers not consumers. Now the focus has shifted towards the customer, empowering them to make choices and treating them as individuals rather than an amorphous mass. A consequence of this is increased interest in understanding people as a foundation for brand management. And this is where market research can come in. By drawing on market research to understand consumers, marketers can better understand how to manage their brand. Exploring a spectrum of 12 customer needs and drawing on first-hand research evidence, Kevin Ford provides a proven framework for understanding what people are really looking for from a brand - and delivering it.

Sommaire

What do people want from a brand?
Further insight into needs from other perspectives
Brand equity: how do people assess your brand overall?
Touchpoint and brand physique
Segmentation and targeting: where should you aim?
Turning brand equity into sales
Ups and downs: today is fine, how about tomorrow?

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Kevin Ford
Parution	17/03/2005
Nb. de pages	168
Format	16 x 24
Couverture	Relié
Poids	390g
Intérieur	Noir et Blanc
EAN13	9780470012833
ISBN13	978-0-470-01283-3