Development of a New Brand Concept
Ronald Renkema and Carlos Zwikker
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 into the real life process and real life results of a marketing approach based on consumer insight.
Development Of A New Brand Concept
Means-end approach applied to consumer insight
Ronald Renkema
Diageo NetherlandsCarlos Zwikker
IPM International
Introduction
One of the main
issues surrounding consumer insight is how to bring this into the
organisation,...
