Zeszyt naukowy - całość - Wydział ZarzÄ dzania i Ekonomiki Usług

Wykorzystanie badań etnograficznych w kreowaniu marki 533THE USAGE OF ETHNOGRAPHIC RESEARCHIN BRAND CREATINGSummaryThe 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 presentedthe 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 ofbouillon has been used to show the transfer of the conclusions of the research to decisions whichhave been related to strategy of products' brand.Translated by Monika Skorek