haku: @author Hill, S. / yhteensä: 8
viite: 2 / 8
| Tekijä: | Lederer, C. Hill, S. |
| Otsikko: | See Your Brands Through Your Customers' Eyes |
| Lehti: | Harvard Business Review
2001 : JUN, VOL. 79:6, p. 125-149 |
| Asiasana: | BRANDS CUSTOMERS MARKETING |
| Kieli: | eng |
| Tiivistelmä: | In this article, the authors present a new mapping tool - the brand portfolio molecule - that reveals the way brands appear to customers. The brand portfolio molecule includes all the brands that factor into a consumer's decision to buy, whether or not the company owns them. The first step in creating a brand portfolio molecule is to determine which brands should or should not be included. The second step is to classify each brand by asking five key questions. The last step is to map the molecule using a 3-D modeling program or by hand with pen and paper. Individual brands take the form of atoms, and they're clustered in ways that reflect how customers see them. |
SCIMA