Dove brand – ZMET Analysis

ZMET Test Introduction The Zaltman metaphor elicitation technique (ZMET) is a patented market research tool. ZMET is a technique that elicits both conscious and especially unconscious thoughts by exploring people’s non-literal or metaphoric expressions. It was developed by Dr. Gerald Zaltman at the Harvard Business School in the early 1990s. As Zaltman described it, “A…

Unilever – Brands, competition and more

Its 6 am in the morning and the wife wakes up to her alarm set in her iPhone. She is able to hear her husband already in the kitchen as it’s his day to do the daily chores. She goes to the washroom takes up her “Pepsodent” toothbrush, puts some “Close up” gel on it…

The brand of Harry potter: Books, movies, games, theme park and much more

Seven best-selling novels- translated into 77 languages more than 400 million copies sold, nine blockbuster movies, eleven video games and more than 400 licensed products. The Harry Potter brand is estimated to be worth $25 billion thanks to millions of dedicated fans all over the globe. The movies grossed $7.7 billion worldwide and the books have…