Abstract:

This paper describes the work conducted by Brand Keys, Inc. and MGN Limited to develop an internationally validated tool that allows marketers to develop winning brand strategies based upon crafting strategies that are able to meet or exceed age-based category expectations. This innovative approach examines a multi-national financial brand - American Express- and identifies the different expectations various age cohorts exhibit in the United States, Japan, and England. By more accurately identifying the real, age-driven expectations consumers hold for a category, this approach allows marketers and strategic planners to leverage real brand values that result in more effective advertising.