By J. Kevin Ford
The way in which we relate to manufacturers has replaced. as soon as, model administration was once approximately doing issues to humans, and offerings have been made through model managers no longer shoppers. Now the focal point has shifted in the direction of the client, empowering them to make offerings and treating them as participants instead of an amorphous mass. A outcome of this can be elevated curiosity in figuring out humans as a beginning for model administration. And this is often the place marketplace examine can are available in. by way of drawing on industry study to appreciate shoppers, retailers can larger know the way to regulate their model. Exploring a spectrum of 12 buyer wishes and drawing on first-hand study proof, Kevin Ford offers a confirmed framework for knowing what everyone is quite trying to find from a model - and providing it.
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Additional info for Brands Laid Bare: Using Market Research for Evidence-Based Brand Management
Example text
We are talking here about the way the brand relates to consumers, not its positioning in terms of the needs it taps into. There are fine examples of brands, such as Nike, who are positioned against needs in the lower left of the map, but which relate to consumers through modern principles. Building a Relationship with Customers So, there has been an evolution in the the meaning of a brand to consumers, starting at the lower right and moving upwards through the map to somewhere around the Liberty–Harmony area.
It means there is now a proliferation of choice, in terms of the quantity and type of brand people can choose to meet their needs, and a culture which is emphasising individuals making their own choices, rather than collective aspirations in the same direction. This obviously connects with an emphasis on the need for Liberty. 38 INSIGHT INTO NEEDS FROM OTHER PERSPECTIVES At the same time there is a general shift towards the Harmony area of the map, more balanced between internals and externals, with people looking more for principles.
Turning it on its head, some marketing deliberately talks about the avoidance of negative consequences rather than the emphasis of positives. Examples of this would be risk avoidance (for stability) and stupidity avoidance (for practicality). RELATIONSHIP BETWEEN CONSUMERS AND BRANDS 35 The Relationship Between Consumers and Brands The above discussion shows that all the needs are present in every category, and in every price band within a category, even if there is a major set of needs which underpins all brands in that category.
