Brands Laid Bare

Book Name : Brands Laid Bare_x000D_
Using Market Research for Evidence-Based Brand Management

By by Kevin Ford

Sub Title : Using Market Research for Evidence-Based Brand Management

Written by : by Kevin Ford

Subject Category : Economics

Read online, or download PDF file

about this book

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. Wiley; May 2005 ISBN 9780470014387 Read online, or download in secure PDF format Title: Brands Laid Bare Author: Kevin Ford Imprint: Wiley Subject categories Economics > Industries. Land use. Labor > Management. Industrial management Business > Marketing Business > Sales & Selling Social Sciences Economics > Industries. Land use. Labor > Labor. Work. Working class > Trade unions. Labor unions. ISBNs 0470014385 9780470012833 9780470014387 About The Author 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.

About The authore

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.

Related subjects

Economics - Industries. Land use. Labor - Management. Industrial management Business - Marketing Business - Sales & Selling Social Sciences Economics - Industries. Land use. Labor - Labor. Work. Working class - Trade unions. Labor unions.

ISBN

0470014385 - 9780470012833 - 9780470014387

In The Press:

NA

Imprint

Wiley