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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 benefitsThe most effective way to segment a market and position a brand in terms of benefitsHow to deliver benefits throughout the customer journeyHow 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.
From the Publisher
ASIN : B0C8M4F2QK
Publisher : Matt Holt Books
Accessibility : Learn more
Publication date : March 19, 2024
Language : English
File size : 6.5 MB
Screen Reader : Supported
Enhanced typesetting : Enabled
X-Ray : Not Enabled
Word Wise : Enabled
Print length : 256 pages
ISBN-13 : 978-1637745045
Page Flip : Enabled
Best Sellers Rank: #1,540,152 in Kindle Store (See Top 100 in Kindle Store) #391 in Marketing & Consumer Behavior #503 in Consumer Behavior (Kindle Store) #623 in Web Marketing (Books)
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