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Research papers

Development of a new brand concept

Consumer insight is a hot topic in the marketing community. What is the precise definition of consumer insight and how can a brand profit from in-depth knowledge and understanding of consumer's consumption style? This paper aims to provide an insight...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Ronald Renkema, Carlos Zwikker
Company: Diageo
March 30, 2003
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Citation

Renkema and Zwikker (2003a, March 30). Development of a new brand concept . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/development-of-a-new-brand-concept-