Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.
Chapter 13: The Product and the Brand
The Product and the Brand
Basic to many of the problems of advertising and selling is the question of consumers’ attitudes toward the product and particularly their conception of the brand. Qualitative research, especially of the kind which has so recently come to the fore as “consumer motivation” research, promises to add substantially to our knowledge in this area. The quantitative approach, which we used to have to rely on, only brings us part way to finding the kind of answers we need; now we can take a distinct step forward. Inquiry has taken a direct route in the past, oriented toward finding out the number of people who use the product, the main reasons they offer for doing ...