Developing winning strategies for consumers of all ages
Identifying and leveraging age-based expectations

List of publications
Visual Description
Visual Description

Author(s): Robert Passikoff, Kerry O'Connor
Collection: Age Matters 2005
Keywords: Statistic Analysis, Brand Research

ESOMAR Best Paper Award 2005/2006
PDF version (download)
Display prices in :
EUR 15.00
Members: EUR 0.00

This paper describes the work conducted by Brand Keys, Inc. and MGN Limited to develop an internationally validated tool that allows marketers to develop winning brand strategies based upon crafting strategies that are able to meet or exceed age-based category expectations.

This innovative approach examines a multi-national financial brand - American Express - and identifies the different expectations various age cohorts exhibit in the United States, Japan, and England.

By more accurately identifying the real, age-driven expectations consumers hold for a category, this approach allows marketers and strategic planners to leverage real brand values that result in more effective advertising.

Date of publication: 30.01.2005
ISBN: 92 831 1370 5
Order Code: S291-11
Number of pages: 16

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password

Not a member? Read more about membership benefits
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Publications Services: