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

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

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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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Customer Review

Oct 30, 2011 23:43:05

The secret weapon of a master direct response online copywriter: How to position your brand for success, based on the research of Swiss psychiatrist Carl Jung

The secret weapon of a master direct response online copywriter: How to position your brand for success, based on the research of Swiss psychiatrist Carl Jung Review

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Discover this little-known marketing technique for targeting prospective customers by archetype to kindle an emotional response and trigger the sale.

The reasons people buy are not well known and are frequently misunderstood. That’s because most people don’t really know why they make a preferential decision for one product or service over another. They may think they understand their process for making a purchase decision, but it generally happens in the unconscious mind.

Psychologists and neurologists have made startling discoveries that help to explain human behavior — including why people buy — with models that are at once both new and eerily familiar.

If you adopt the archetype model for defining and explaining the values and motivations of human beings, you can create products, brands and marketing campaigns with specific appeal to clearly defined, targeted customers.

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• Words that Sell: More than 6000 Entries to Help You Promote Your Products, Services, and Ideas
• Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy
• CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone
• Journey Into Jung's Red Book: Liber Primus
• How to Write & Sell Simple Information for Fun and Profit: Your Guide to Writing and Publishing Books, E-Books, Articles, Special Reports, Audio Programs, DVDs, and Other How-To Content

Customer Review

Aug 25, 2011 18:24:38