Includes index.

Listening 101: The Value of Focus Groups -- Choosing the Voices: Who Should--And Shouldn't--Be in Focus Groups -- Listening behind the Mirror: Who Should Be Listening -- Listening over the Fence: The Moderator's Role -- Total Hearing: The Art of Really Listening to Focus Groups -- Consumer's Rule: Seeing the Consumer's Perspective on Products -- Consumer Laments: Learning from Consumer Disappointment -- Brand Standing: Uncovering the True Identity of a Brand -- Lasting Bonds: The Emotional Attachment between Consumers and Brands -- A Brand for All Times: The Essence of Loyalty -- Brand Stewardship: The Strategies of Winning Brands -- Outside Pressures: Protecting Brands in a Changing Marketplace -- Have You Heard: Trends for the New Millennium.

Why is it some consumers purchase certain brands religiously and are hard-pressed to name any of the competition? Why can even the tiniest change to a product be a complete turnoff? Answers to questions like these are critical to developing effective advertising and marketing strategies. You must understand how your core consumers perceive your brand and what will motivate them to continue to buy (or cause them to reject) your product in this competitive marketplace.