Learn the new science of System 3, the human imagination, in a challenging interactive workshop that will draw on your unconscious mind to build a shared prediction of the future of the research industry. Be part of insight's next chapter!
Home isn't a place, it is a feeling. This presentation explores the pathos of home and how it's changing, how it differs across the diverse APAC region, and how the changing nature of home has wide-ranging business implications for brands and categories (media and content, personal care and food). The presenters will also share their knowledge on how they used film to not only gather the data on such an abstract concept but to also communicate the findings in an engaging and effective way.
This story begins to indicate how brands work, and why the brand has become such a central concept in marketing. The brand name, or mark, is at its simplest a badge of origin. In most societies this identification is protected by trademark law. The buyers of goods or services develop associations with the mark which help them make their purchase decisions. Some brands will be associated with consistent quality, some less so. They may be associated with specific performance benefits, cleaning power or good taste. A brand thus offers reassurance, which not only helps the buyer make a safe decision, but actually adds value by creating good feelings of security and anticipation. Without brands, every purchase would be a gamble.
The paper defines product-concept and the importance of its identification in new-product development. Whether consumer- or industrial-oriented, new-product success relies to an important extent on what the purchaser perceives in it as satisfactory for his or her needs. This specific meaning the purchaser endows the product is called product-concept.