The use of transactional analysis in the development of a new brand's personality
Abstract:
We have attempted to address in an approach to measurement we have called 'Brand Diagnosis'. Our objectives in doing so were to combine the 'divergence' of a qualitative research methodology with a method of analysis which would simulate the 'convergence' of normal quantitative methods. Our aim was therefore to find an approach to brand image measurement which would preserve the capability of providing insight - typical of qualitative research - and at the same time provide the sort of structured findings that the decision-orientated environment of a marketing company usually requires.
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