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Brands laid bare : using market research for evidence-based brand management

Brands laid bare : using market research for evidence-based brand management (Loan 1 times)

Material type
단행본
Personal Author
Ford, Kevin.
Title Statement
Brands laid bare : using market research for evidence-based brand management / Kevin Ford.
Publication, Distribution, etc
Chichester, West Sussex, England ; Hoboken, NJ :   John Wiley & Sons ,   c2005.  
Physical Medium
viii, 158 p. : ill. ; 24 cm.
ISBN
0470012838
General Note
Includes index.  
Subject Added Entry-Topical Term
Brand name products -- Management. Marketing research.
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010 ▼a 2005275558
020 ▼a 0470012838
035 ▼a (OCoLC)ocm59258369
040 ▼a SITPL ▼c SITPL ▼d DLC ▼d 211009
042 ▼a lccopycat
050 0 0 ▼a HD69.B7 ▼b F67 2005
082 0 0 ▼a 658.8/27 ▼2 22
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100 1 ▼a Ford, Kevin.
245 1 0 ▼a Brands laid bare : ▼b using market research for evidence-based brand management / ▼c Kevin Ford.
260 ▼a Chichester, West Sussex, England ; Hoboken, NJ : ▼b John Wiley & Sons , ▼c c2005.
300 ▼a viii, 158 p. : ▼b ill. ; ▼c 24 cm.
500 ▼a Includes index.
650 0 ▼a Brand name products ▼x Management.
650 0 ▼a Marketing research.
945 ▼a KINS

No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Main Library/Education Reserves6/ Call Number 658.827 F699b Accession No. 111327182 Availability Available Due Date Make a Reservation Service B M
No. 2 Location Sejong Academic Information Center/Social Science/ Call Number 658.827 F699b Accession No. 151244225 Availability Available Due Date Make a Reservation Service M
No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Main Library/Education Reserves6/ Call Number 658.827 F699b Accession No. 111327182 Availability Available Due Date Make a Reservation Service B M
No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Sejong Academic Information Center/Social Science/ Call Number 658.827 F699b Accession No. 151244225 Availability Available Due Date Make a Reservation Service M

Contents information

Table of Contents

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.


Information Provided By: : Aladin

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