How DuPont Used Insights From Needs-Based Research to Redefine Brand, Business
- Topics:
- Brand Management,
- Brand Strategy,
- Customer Surveys
- Source:
- Emerald
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Overview: This article provides an insight into how DuPont Performance Coatings (DPC), a leading supplier of paint systems to the global automotive industry, used customer insights to reposition its brand. DPC undertook an extensive and rigorous analysis of its markets, brands and most importantly, its customer and the benefits they seek and how they should be delivered at all point of interaction. This helped DuPont in finding mew ways of understanding and leveraging customer behavior and loyalties to reestablish relevance in meaningful ways that go beyond simple pricing.
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Format: PDF | Size: 372KB | Date: Nov 2004 | Pages: 8
