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Table Of Contents

What do People Want from a Brand?
Introduction
Brand Associations
Consumer Needs
The Universal Needs Map
Further Insight into Needs from Other Perspectives
Different Dimensions
The Relationship Between Consumers and Brands
Other Psychological Systems
Conclusions and Implications for Brands
Brand Equity: How do People Assess your Brand Overall?
The Concept of Summary Evaluations
Work on Attitudes, not Behaviour
Main Attitudinal Building Blocks
Combinations of the Main Building Blocks
Touchpoints and Brand Physique
Needs and Touchpoints
The Influence of each Touchpoint
Customer Satisfaction
Communications
Branding Devices
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
Turning Brand Equity into Sales
Brand Pull
Brand Push
The Outcomes or Benefits of a Strong Brand
Behavioural Brand Loyalty
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
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Ebooksclub.org Brands Laid Bare Using Market Research for Evidence Based Brand Management[2]

Ebooksclub.org Brands Laid Bare Using Market Research for Evidence Based Brand Management[2]

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Published by Rahimi Amin

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Published by: Rahimi Amin on Jun 05, 2012
Copyright:Attribution Non-commercial

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10/10/2013

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