The Product and the Brand, Harvard Business Review
This article presents an examination of the effectiveness of qualitative research into consumer motives for improving corporate advertising and selling strategies. The article discusses the methods used for advertising various products and brands, implications for marketing and advertising, and the need for the analysis of consumer attitudes, behavior, and motives. Also presented are the contrasting profiles of competing brands including taxi drivers, salesman, grocery clerks, carpenters, and electricians.
Sidney Levy, Burleigh Gardner
Levy, Sidney, and Burleigh Gardner. 1955. The Product and the Brand. Harvard Business Review. 33(2): 33-39.