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Development of a new brand concept

Date of publication: March 30, 2003

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Company: Diageo

Authors: Ronald Renkema, Carlos Zwikker

Abstract:

Consumer insight is a hot topic in the marketing community. What is the precise definition of consumer insight and how can a brand profit from in-depth knowledge and understanding of consumer's consumption style? This paper aims to provide an insight into the real life process and real life results of a marketing approach based on consumer insight.

Ronald Renkema

Author

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Carlos Zwikker

Author

This is a long description of some author details.

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Citation

Renkema and Zwikker (2003a, March 30). Development of a new brand concept . ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/creation-of-a-brand-image-for-a-new-product