TY  - BOOK
AU  - Ford,Kevin
TI  - Brands laid bare: using market research for evidence-based brand management 
SN  - 0470012838
AV  - HD69.B7 F67 2005
U1  - 658.827 22
PY  - 2005///]
CY  - Chichester, West Sussex, England, Hoboken, NJ
PB  - John Wiley & Sons
KW  - Brand name products
KW  - Management
KW  - Marketing research
N1  - Includes index; 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? --; 6; Turning brand equity into sales --; 7; Ups and downs : today is fine, how about tomorrow?
N2  - "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
ER  -