Ford, Kevin, <br/><br/>
Brands laid bare :  using market research for evidence-based brand management / 
Kevin Ford. 
 - viii, 158 pages :  illustrations ;  24 cm 
<br/><br/> Includes index. 
<br/><br/> 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. 
<br/><br/> "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. 
<br/><br/><label>ISBN: </label>0470012838 9780470012833 
<br/><br/><label>LCCN: </label>2005275558 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand name products--Management<br/>Marketing research
<br/><br/><label>LC Class. No.: </label>HD69.B7  / F67 2005 
<br/><br/><label>Dewey Class. No.: </label>658.827