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书籍目录

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

作者简介

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.

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