Brands Laid Bare: Using Market Research for Evidence-Based Brand Management

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John Wiley & Sons, May 5, 2005 - Business & Economics - 168 pages
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.
 

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Contents

1 What do People Want from a Brand?
1
2 Further Insight into Needs from Other Perspectives
27
3 Brand Equity How do People Assess your Brand Overall?
55
4 Touchpoints and Brand Physique
81
5 Segmentation and Targeting Where should you Aim?
105
6 Turning Brand Equity into Sales
121
7 Ups and Downs Today is Fine How About Tomorrow?
135
Index
155
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About the author (2005)

Kevin Ford provides a practical checklist for accurately assessing your brand's health and a template for comparison of brands across categories, delivering an unprecedented level of understanding for market researchers and advertisers alike.

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