The NeedScope framework

The NeedScope model aims to unravel the relationships between consumer needs and brand images. It is based on two sets of archetypes: Affiliation (warm and receptive) vs.

The NeedScope framework

The NeedScope model aims to unravel the relationships between consumer needs and brand images.

Consumers have different layers of needs. Functional needs are the outer and most accessible layer. They are, however, often rationalisations...

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