The Brand Benefits Playbook: Why Customers Aren't Buying What You're Selling--And What to Do About It

Synopsis

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 growthEvidence-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.

Copyright:

2024

Book Details

Book Quality:

Publisher Quality

ISBN-13:

9781637745045

Related ISBNs:

9781637745038

Publisher:

BenBella Books

Date of Addition:

03/19/24

Copyrighted By:

Allen Weiss and Deborah J. MacInnis

Adult content:

No

Language:

English

Has Image Descriptions:

No

Categories:

Nonfiction, Computers and Internet, Business and Finance, Sociology

Submitted By:

Bookshare Staff

Usage Restrictions:

This is a copyrighted book.