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The Role of Consumer Research in the Brand Design Process

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John Recker, Vice President and Director of Brand Strategy, Libby Perszyk Kathman; Jerry Kathman, President and CEO, Libby Perszyk Kathman


The desire of business to quantify the creative process and to produce predictable outcomes has spurred design's interest in researching consumer response to brand identity. The marketing community continues to investigate ways to ensure that design eleme




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