Issues and questions

Andreas Bauer, Björn Bloching, Kai Howaldt and Alan Mitchell

Chapter 10 in Moment of Truth, 2006, pp 155-166 from Palgrave Macmillan

Abstract: Abstract Over the last chapters we have made many claims for a values-based approach to brand management. Does that mean it’s a panacea? Of course not. Every methodology has its limits and pitfalls. To work properly, for example, a values-based approach usually requires fresh research. To make sure our Ariadne-thread doesn’t break half-way through the process, we need to conduct new research connecting customers’ values to their demographics, purchasing preferences, behaviors , and so on. This is an upfront cost which many companies would prefer not to pay. While it is possible to ‘reverse engineer’ existing data onto new values research, the results will never be as rich or accurate as research specifically designed for this purpose. Taking a strategic approach does have budgetary implications.

Keywords: Brand Management; Global Brand; Petrol Retailing; Bank User; Brand Energy (search for similar items in EconPapers)
Date: 2006
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-20388-4_10

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230203884

DOI: 10.1057/9780230203884_10

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().