This presentation aims at demonstrating that qualitative research is a powerful tool when a brand is faced with the complexity of differing markets. It starts with the presentation of the current situation of the Hennessy brand, explaining why it is fragmented. It then demonstrates how qualitative methods have successfully informed the evolutionary brand strategy, both at an ad hoc and above all at a continuous level.
Authors: Steve Hales, Alexander Maule
Company: Ipsos MRBI
November 5, 2003
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 3, 1973
- This could also be of interest