Brands Laid Bare: Using Market Research for Evidence-Based Brand Management

Brands Laid Bare......Page 3
Contents......Page 7
Preface......Page 9
Acknowledgements......Page 11
Introduction......Page 13
Brand Associations......Page 14
Consumer Needs......Page 19
The Universal Needs Map......Page 24
Different Dimensions......Page 39
The Relationship Between Consumers and Brands......Page 47
Other Psychological Systems......Page 53
Conclusions and Implications for Brands......Page 65
3 Brand Equity: How do People Assess your Brand Overall?......Page 67
The Concept of Summary Evaluations......Page 68
Work on Attitudes, not Behaviour......Page 69
Identifying Candidates for Brand Equity Building Blocks......Page 71
Main Attitudinal Building Blocks......Page 74
Combinations of the Main Building Blocks......Page 88
A Framework for Physique, Perceptions, Needs and Touchpoints......Page 93
The Influence of each Touchpoint......Page 97
Customer Satisfaction......Page 101
Communications......Page 107
Branding Devices......Page 113
Why Aim for Target Segments?......Page 117
A General Approach to Segmentation......Page 118
Types of Segmentation......Page 122
Getting the Best out of Segmentation......Page 130
Brand Pull......Page 133
Brand Push......Page 138
The Outcomes or Benefits of a Strong Brand......Page 141
Behavioural Brand Loyalty......Page 142
Forces that Drive Brands Up or Down......Page 147
The Market Context......Page 149
The Brand’s Marketing and Consumer Response......Page 153
Social Trends......Page 157
The Future for Brands......Page 166
Index......Page 167