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Research papers

Build strong brands and develop communications

Segmentation using values related variables is increasingly being used in Asia to help in the positioning of brands and to drive marketing communications. This paper addresses some of the drawbacks and limitation of this approach. In particular, it...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific
Authors: Michael O'Donohue, Tamsin Addison
Company: McKinsey & Company
November 1, 2000
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Citation

O'Donohue and Addison (2000a, November 01). Build strong brands and develop communications . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/build-strong-brands-and-develop-communications-