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Research papers

Is the product becoming the key player again?

Researchers have found that really strong brands have gone a step beyond achieving differentiation to develop deep relationships with consumers. In other words, product differentiation is not enough. In a deep relationship, hence in a strong brand,...

Catalogue: Latin America 2005
Authors: Luís Alfredo Lagos, Paula Carramenha
October 23, 2005
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Citation

Lagos and Carramenha (2005a, October 23). Is the product becoming the key player again?. ANA - ESOMAR. Retrieved June 06, 2023, from


https://ana.esomar.org/documents/is-the-product-becoming-the-key-player-again-