品牌裸置：利用市场研究进行循证品牌管理（BRANDS LAID BARE ）
点此进入淘宝搜索页搜索分類: 图书,进口原版书,经管与理财 Business & Investing ,
作者： Kevin Ford 著
出 版 社： John Wiley & Sons
出版时间： 2005-12-1字数：版次： 1页数： 158印刷时间： 2005/04/01开本：印次：纸张： 胶版纸I S B N ： 9780470012833包装： 精装内容简介
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.
目录
Preface
Acknowledgements
1 What do People Want from a Brand?
Introduction
Brand Associations
Consumer Needs
The Universal Needs Map
2 Further Insight into Needs from Other Perspectives
Different Dimensions
The Relationship Between Consumers and Brands
Other Psychological Systems
Conclusions and Implications for Brands
3 Brand Equity: How do People Assess your Brand Overall?
The Concept of Summary Evaluations
Work on Attitudes, not Behaviour
Identifying Candidates for Brand Equity Building Blocks
Main Attitudinal Building Blocks
Combinations of the Main Building Blocks
4 Touchpoints and Brand Physique
A Framework for Physique, Perceptions, Needs and Touchpoints
The Influence of each Touchpoint
Customer Satisfaction
Communications
Branding Devices
5 Segmentation and Targeting: Where should you Aim?
Why Aim for Target Segments?
A General Approach to Segmentation
Types of Segmentation
Getting the Best out of Segmentation
6 Turning Brand Equity into Sales
Brand Pull
Brand Push
The Outcomes or Benefits of a Strong Brand
Behavioural Brand Loyalty
7 Ups and Downs: Today is Fine, How About Tomorrow?
Forces that Drive Brands Up or Down
The Market Context
The Brand’s Marketing and Consumer Response
Social Trends
The Future for Brands
Index
