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The contribution of research to a successful new brand

Date of publication: June 15, 1990

Catalogue: Seminar 1990: New Product Development

Company: Kraft Heinz Company

Authors: Sue Nicholls, Alison Hollinrake

Abstract:

The paper illustrates the launch and development of the Heinz 'Weightwatchers' brand from 1985 to 1990 with particular attention paid to the contribution of research to this development, i.e. why research was necessary and how the results impacted on strategic development.

Sue Nicholls

Author

This is a long description of some author details.

Alison Hollinrake

Author

This is a long description of some author details.

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Citation

Munzinger, U. (1993a, September 01). The contribution of strategic market research to the development of successful brand and communication strategies. ANA - ESOMAR. Retrieved April 27, 2024, from


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Citation

Nicholls and Hollinrake (1990a, June 15). The contribution of research to a successful new brand. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-new-generation-of-brand-research