Brands laid bare : using market research for evidence-based brand management /
Ford, Kevin,
Brands laid bare : using market research for evidence-based brand management / Kevin Ford. - viii, 158 pages : illustrations ; 24 cm
Includes index.
What do people want from a brand? -- Further insight into needs from other perspectives -- Brand equity : how do people assess your brand overall? -- Touchpoints and brand physique -- Segmentation and targeting : where should you aim? -- Turning brand equity into sales -- Ups and downs : today is fine, how about tomorrow? 1. 2. 3. 4. 5. 6. 7.
"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.
0470012838 9780470012833
2005275558
Brand name products--Management
Marketing research
HD69.B7 / F67 2005
658.827
Brands laid bare : using market research for evidence-based brand management / Kevin Ford. - viii, 158 pages : illustrations ; 24 cm
Includes index.
What do people want from a brand? -- Further insight into needs from other perspectives -- Brand equity : how do people assess your brand overall? -- Touchpoints and brand physique -- Segmentation and targeting : where should you aim? -- Turning brand equity into sales -- Ups and downs : today is fine, how about tomorrow? 1. 2. 3. 4. 5. 6. 7.
"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.
0470012838 9780470012833
2005275558
Brand name products--Management
Marketing research
HD69.B7 / F67 2005
658.827