Brands laid bare : using market research for evidence-based brand management

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Title:

Author:

Ford, Kevin.

ISBN:

9780470012833

Personal Author:

Ford, Kevin.

Publication Information:

Chichester, West Sussex : John Wiley & Sons, c2005.

Physical Description:

viii, 158 p. : ill. ; 24 cm.

General Note:

Includes index.

Abstract:

"Based on a unique 'spectrum of needs' for understanding how people interact with brands - what they want from them, how they judge them and ultimately what makes them buy them - Brands Laid Bare uncovers the truth beneath the marketing rhetoric."--BOOK JACKET.

Subject Term:

Brand choice -- Research.

Brand name products -- Marketing -- Management.

Brand name products -- Research.

Consumer behavior -- Research.

Copies:

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Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015768753	658.827 F699B 2005	1	Searching... Unknown

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Summary

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.