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Issues and questions

In: Moment of Truth

Author

Listed:
  • Andreas Bauer
  • Björn Bloching
  • Kai Howaldt
  • Alan Mitchell

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.

Suggested Citation

  • Andreas Bauer & Björn Bloching & Kai Howaldt & Alan Mitchell, 2006. "Issues and questions," Palgrave Macmillan Books, in: Moment of Truth, chapter 10, pages 155-166, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-20388-4_10
    DOI: 10.1057/9780230203884_10
    as

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