Using Values‐Based Research to Build a Unified Brand in a Diverse Marketplace
International Journal of Advertising and Marketing to Children
ISSN: 1464-6676
Article publication date: 1 March 2000
Abstract
This author looks at unlocking the underpinning emotional drivers of choice among youth, developing a unified brand positioning targeted to diverse priorities and building brand loyalty within a life‐stage instead of over a life time.
Keywords
Citation
Kehler, E. (2000), "Using Values‐Based Research to Build a Unified Brand in a Diverse Marketplace", International Journal of Advertising and Marketing to Children, Vol. 2 No. 2, pp. 135-138. https://doi.org/10.1108/eb027646
Publisher
:MCB UP Ltd
Copyright © 2000, MCB UP Limited