Powerful brands

Date of publication: February 8, 2006

Catalogue: Brandmatters 2006

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Abstract:

This paper looks at the role market research can play in understanding, measuring and applying emotion to the brand management process. Using a model based on universal archetypal needs driving human behaviour the authors show how marketers can go beyond functional differentiation to add real soul and depth to brands, ultimately delivering greater value to the bottom line.

Andrea Wilson

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Roz Calder

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