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Using Values‐Based Research to Build a Unified Brand in a Diverse Marketplace

Elizabeth Kehler (Executive Director, Wirthlin Worldwide Asia, Hong Kong )

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

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MCB UP Ltd

Copyright © 2000, MCB UP Limited