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 c...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chichester
J. Wiley
2005
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | 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. |
| Beschreibung: | Includes index. |
| Beschreibung: | VII, 158 S. Ill. 24 cm |
| ISBN: | 0470012838 |
Internformat
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| 520 | 3 | |a 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. | |
| 650 | 4 | |a Marketing - Recherche | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Preface vii
Acknowledgements ix
1 What do People Want from a Brand? 1
Introduction 1
Brand Associations 2
Consumer Needs 7
The Universal Needs Map 12
2 Further Insight into Needs from Other Perspectives 27
Different Dimensions 27
The Relationship Between Consumers and Brands 35
Other Psychological Systems 41
Conclusions and Implications for Brands 53
3 Brand Equity: How do People Assess your Brand Overall? 55
The Concept of Summary Evaluations 56
Work on Attitudes, not Behaviour 57
Identifying Candidates for Brand Equity Building Blocks 59
Main Attitudinal Building Blocks 62
Combinations of the Main Building Blocks 76
vi CONTENTS
4 Touchpoints and Brand Physique 81
A Framework for Physique, Perceptions,
Needs and Touchpoints 81
The Influence of each Touchpoint 85
Customer Satisfaction 89
Communications 95
Branding Devices 101
5 Segmentation and Targeting: Where should you Aim? 105
Why Aim for Target Segments? 105
A General Approach to Segmentation 106
Types of Segmentation 110
Getting the Best out of Segmentation 118
6 Turning Brand Equity into Sales 121
Brand Pull 121
Brand Push 126
The Outcomes or Benefits of a Strong Brand 129
Behavioural Brand Loyalty 130
7 Ups and Downs: Today is Fine, How About Tomorrow? 135
Forces that Drive Brands Up or Down 135
The Market Context 137
The Brand s Marketing and Consumer Response HI
Social Trends 145
The Future for Brands 154
Index 155
|
| adam_txt |
Contents
Preface vii
Acknowledgements ix
1 What do People Want from a Brand? 1
Introduction 1
Brand Associations 2
Consumer Needs 7
The Universal Needs Map 12
2 Further Insight into Needs from Other Perspectives 27
Different Dimensions 27
The Relationship Between Consumers and Brands 35
Other Psychological Systems 41
Conclusions and Implications for Brands 53
3 Brand Equity: How do People Assess your Brand Overall? 55
The Concept of Summary Evaluations 56
Work on Attitudes, not Behaviour 57
Identifying Candidates for Brand Equity Building Blocks 59
Main Attitudinal Building Blocks 62
Combinations of the Main Building Blocks 76
vi CONTENTS
4 Touchpoints and Brand Physique 81
A Framework for Physique, Perceptions,
Needs and Touchpoints 81
The Influence of each Touchpoint 85
Customer Satisfaction 89
Communications 95
Branding Devices 101
5 Segmentation and Targeting: Where should you Aim? 105
Why Aim for Target Segments? 105
A General Approach to Segmentation 106
Types of Segmentation 110
Getting the Best out of Segmentation 118
6 Turning Brand Equity into Sales 121
Brand Pull 121
Brand Push 126
The Outcomes or Benefits of a Strong Brand 129
Behavioural Brand Loyalty 130
7 Ups and Downs: Today is Fine, How About Tomorrow? 135
Forces that Drive Brands Up or Down 135
The Market Context 137
The Brand's Marketing and Consumer Response HI
Social Trends 145
The Future for Brands 154
Index 155 |
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| spelling | Ford, Kevin Verfasser aut Brands laid bare using market research for evidence-based brand management Kevin Ford Chichester J. Wiley 2005 VII, 158 S. Ill. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes index. 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. Marketing - Recherche Produits de marque - Gestion Brand name products Management Marketing research HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014722529&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Ford, Kevin Brands laid bare using market research for evidence-based brand management Marketing - Recherche Produits de marque - Gestion Brand name products Management Marketing research |
| title | Brands laid bare using market research for evidence-based brand management |
| title_auth | Brands laid bare using market research for evidence-based brand management |
| title_exact_search | Brands laid bare using market research for evidence-based brand management |
| title_exact_search_txtP | Brands laid bare using market research for evidence-based brand management |
| title_full | Brands laid bare using market research for evidence-based brand management Kevin Ford |
| title_fullStr | Brands laid bare using market research for evidence-based brand management Kevin Ford |
| title_full_unstemmed | Brands laid bare using market research for evidence-based brand management Kevin Ford |
| title_short | Brands laid bare |
| title_sort | brands laid bare using market research for evidence based brand management |
| title_sub | using market research for evidence-based brand management |
| topic | Marketing - Recherche Produits de marque - Gestion Brand name products Management Marketing research |
| topic_facet | Marketing - Recherche Produits de marque - Gestion Brand name products Management Marketing research |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014722529&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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