Development of a New Brand Concept

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,...