Customers use mental short cuts when making product and brand choices. General Motors ended the life of its "Oldsmobile" car division in 2004 partly because the name automatically evokes 'old'. Learning about the automatic thoughts that your brand evokes in the minds of custmers provides valuable information. Brand Choice provides tools for revealing customers' automatic thoughts and how such thoughts can be used to accurately forecast brand choice. This book advocates finding out what attributes-benefits are evoked by your brand and your brand's competing brands, rather than asking 'What does your brand evoke?'. Strategic thinking by customers includes their focusing attention on how, when, when, where, and why they buy and use brands and products. This book advocates the long interview method and never using mail survey questionnaires to reveal customers' strategic thinking. The book gives nuance, details, and case examples on how to accurately reveal what customers really think and do.

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