Brands Laid Bare: Using Market Research for Evidence-Based Brand Management
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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1 What do People Want from a Brand?
2 Further Insight into Needs from Other Perspectives
3 Brand Equity How do People Assess your Brand Overall?
4 Touchpoints and Brand Physique
5 Segmentation and Targeting Where should you Aim?
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advert advertising alcopops aspects associations attitudes awareness become behavioural loyalty benefits big brands brand choice brand equity brand loyalty brand manager brand personality brand physique brand pull brand success building blocks buyers challenge close combination communication competitors concept connection consumer Curiosity current strength differentiation dimension double jeopardy emotional empathy emphasise example excitement experience extroverted factors familiarity feel Figure fundamental needs Harmony Hereford map Hereford Mappa Mundi identify important introverted involvement judgement less Liberty look market relationship market research market share Marks & Spencer means need for speed needs map negative opposite people’s perceptions performance person popularity positive potential problem product or service reason relevance Robert Pirsig satisfaction second age segmentation self-actualisation Self-expression sense situations slogan small brands social values someone specific structure talk tend themes things touchpoints trend types universal map whisky