Brands Laid Bare by Kevin Ford
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.Kevin Ford provides a practical checklist for accurately assessing your brand's health and a template for comparison of brands across categories, delivering an unprecedented level of understanding for market researchers and advertisers alike.
| SKU | Unavailable |
| ISBN 13 | 9780470012833 |
| ISBN 10 | 0470012838 |
| Title | Brands Laid Bare |
| Author | Kevin Ford |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | John Wiley and Sons Ltd |
| Year published | 2005-02-25 |
| Number of pages | 168 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |