CUSTOMER UNDERSTANDING IN EMERGING LUXURY MARKETS

FOR A GERMAN AUTOMOTIVE COMPANY

Development of a brand story book to promote and facilitate business growth

Objective:

Our client wanted to find out how they can make their brand relevant to luxury targets in emerging markets in Asia.

Approach:

We conducted qualitative exploratory studies in Vietnam and Philippines to create pen portraits of luxury car customers and their brand expectations.

Impact:

Development of a brand story book to promote and facilitate business growth for its luxury line in emerging economies.

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