Qualitative research - the glue for fragmented brands?

This paper aims at demonstrating that qualitative research is a powerful tool when a brand is faced with the complexity of differing markets.

qualitative research the glue for fragmented brands?

Mark Whiting JAs Heennessy & Co andSandrine MonnierMcClure Green Light International

A Brief History

The Hennessy family recognised the power of branding long before most of today's leading brands were even conceived.

First came the brand name. When Richard Hennessy founded his trading company in 1765, he immediately propelled it to the position of leader in the market of eauxdevie from Cognac. Using his Irish ties as a foothold, England was quickly established as Hennessy's largest export market. The reputation of the cognacs supplied by Mr Hennessy quickly...

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