The Brand Benefits Playbook

Why Customers Aren't Buying What You're Selling--And What to Do About It


Edition: US - Hardback
價格:
銷售價格HK$197.00 原價HK$300.00
庫存狀態:
即將入庫
Product Info
English Age Adult - Adult
256 pages 6.3 x 9.31 x 1.0 吋
Approx. weight: 0.94 lb
Publication date: 19 Mar,2024
Barcode: 9781637745038 Matt Holt

More books in English for Age Adult - Adult

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描述

By: Allen Weiss, PhD, Deborah J. MacInnis, PhD     
2024 Global Book Awards Finalist


From two of the world’s leading experts on branding, brand benefits, and positioning, this strategic guide reveals how focusing on brand benefits can transform organizations and help them win in the marketplace.


Today’s customers think less about products and more about brands, no matter whether those brands are organizational, nonprofit, individuals, or service oriented. Customers also care less about the features of your product—what it has—than about its benefits—what it does for them. While this sounds like common sense, shockingly few organizations actually conduct business this way.

Drs. Allen Weiss and Debbie J. MacInnis, professors and branding, brand benefits, and positioning experts, are about to change that. In The Brand Benefits Playbook, Weiss and MacInnis help readers understand, and transition to, a benefits-based model. 

This focus on customer benefits will teach organizations:
  • What market they are in (or could be operating in)
  • How customers perceive their brand (and that of their competitors) in terms of benefits
  • The most effective way to segment a market and position a brand in terms of benefits
  • How to deliver benefits throughout the customer journey
  • How a focus on benefits facilitates growth
Evidence-based, integrated, and simple, this innovative approach can be applied to all markets—and ensures that any brand can deliver the benefits its customers truly want.

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