Book excerpt - Brands Laid Bare

In association with
17th May 2005

Brands Laid Bare, published by Wiley, explores how consumers relate to and absorb brands.

The book identifies a unique spectrum of twelve human needs as the factors that drive consumers to choose particular brands: structure, practicality, challenge, self-expression, excitement, curiosity, liberty, ideals, harmony, love, closeness and stability. In Brands Laid Bare, Kevin Ford doesn't aim to provide a universal formula for marketers as there are an infinite number of ways to succeed and fail. Rather, he sets out a practical checklist for accurately assessing a brand's health and a template for comparison of brands across categories, to help marketers implement action plans for effective brand management. Delivering an unprecedented level of understanding for market researchers and advertisers alike, Kevin lays the foundations for a deeper understanding of consumer-brand relationships, using market research for evidence-based brand management. By Kevin Ford ISBN: 0-470-01283-8 February 2005 £24.95 / €37.50 Click here to purchase this book »

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