Brands Laid Bare

- Preface.
- Acknowledgements.
1. What do People Want from a Brand?
- Introduction.
- Brand Associations.
- Consumer Needs.
- The Universal Needs Map.
2. Further Insight into Needs from Other Perspectives.
- Different Dimensions.
- The Relationship Between Consumers and Brands.
- Other Psychological Systems.
- Conclusions and Implications for Brands.
3. Brand Equity: How do People Assess your Brand Overall?
- The Concept of Summary Evaluations.
- Work on Attitudes, not Behaviour.
- Identifying Candidates for Brand Equity Building Blocks.
- Main Attitudinal Building Blocks.
- Combinations of the Main Building Blocks.
4. Touchpoints and Brand Physique.
- A Framework for Physique, Perceptions, Needs and Touchpoints.
- The Influence of each Touchpoint.
- Customer Satisfaction.
- Communications.
- Branding Devices.
5. 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.
6. Turning Brand Equity into Sales.
- Brand Pull.
- Brand Push.
- The Outcomes or Benefits of a Strong Brand.
- Behavioural Brand Loyalty.
7. 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.