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A deeper understanding of how consumers think, feel and act is vital to the success of management and provides valuable information for managerial decision making in many areas of business. One key to this understanding is brand knowledge, which is the representation of a brand in consumers minds. Unfortunately, a substantial amount of relevant knowledge within people s minds is unconscious and cannot be retrieved, accessed and recalled by consumers. As a consequence, certain methods of retrieval are required, such as projective techniques. The method this book works with is the collage technique, an expressive projective method.
The aim of this book is to create a multi-layered approach that facilitates the interpretation of collages without the need of any additional information given by the participants, based on metaphor analysis, color theory, a communication model and structural analysis.

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Philipp Pachler was born in Brixlegg, Austria, in 1987. He graduated from the Leopold-Franzens-University Innsbruck in 2010 and has a specialization in Marketing.The author studied one year abroad at Tulane University in New Orleans, Louisiana. He further pursued marketing internships with D. Swarovski in Wattens, Austria, and the Hoerbiger Corporation in Houston, Texas. Presently,the author works as a consultant at The Boston Consulting Group in Vienna, Austria.

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