Wykorzystanie badań etnograficznych w kreowaniu marki
The usage of ethnographic research in brand creating

Summary/Abstract: The paper consist the subject of ethnographic research in relation to other types of research. The essence of the use of ethnography to create product brands has been shown. There are presented the research tools used in the scope of ethnographic and their use to acquire in-depth, authentic knowledge of perception and behavior of consumers in the market. The example of bouillon has been used to show the transfer of the conclusions of the research to decisions which have been related to strategy of products' brand.

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