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Research papers

Powerful brands

This paper looks at the role market research can play in understanding, measuring and applying emotion to the brand management process. Using a model based on universal archetypal needs driving human behaviour the authors show how marketers can go...

Catalogue: Brandmatters 2006
Authors: Andrea Wilson, Roz Calder
Companies: NeedScope International Ltd., KANTAR TNS Malaysia
February 8, 2006
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Citation

Wilson and Calder (2006a, February 08). Powerful brands. ANA - ESOMAR. Retrieved July 21, 2026, from


https://ana.esomar.org/documents/powerful-brands