Resources Library by ANA

Is the product becoming the key player again?

Researchers have found that really strong brands have gone a step beyond achieving differentiation to develop deep relationships with consumers. In other words, product differentiation is not enough. In a deep relationship, hence in a strong brand,...

Catalogue: Latin America 2005

Authors: Luís Alfredo Lagos, Paula Carramenha

October 23, 2005

Understanding how shoppers really behave

The core topic of this paper is the presentation of a study methodology that has proved to be effective for understanding shoppers' actual behavior at point of sale when they make their purchasing decisions.The study of purchasing behavior makes it...

Catalogue: Latin America 2005

Authors: Carolina Dennin, Susana Marquis

Companies: KANTAR TNS Malaysia, Unilever

October 23, 2005

Brand activation

This paper analyses a new and recently strong Marketing trend: Brand Activation.Brand Activation refers to those marketing activities that have developed strongly over the last few years, which fulfil a double task: the traditional one of building...

Catalogue: Latin America 2005

Authors: Viviana Barcesat, Vanina Gruart

Companies: KANTAR TNS Malaysia, Unilever

October 23, 2005

Can advertising help to maintain dynamic market equilibrium?

This paper utilises the FMCG category in a mature market with sustained equilibrium and a considerable number of well-established products to assess two assumptions: the stability of the system through time, without launch of new products nor...

Catalogue: Latin America 2005

Author: Macarena Estévez

Company: MindShare

October 23, 2005

Monitoring brand health

Within the Heineken Company the several world-wide operating companies (Opcos) were all responsible for monitoring brand health. Within recommended guidelines, each Opco could organize their own way, and particularly the change to increasingly...

Catalogue: Congress 2005: Making A Difference

Authors: Gert Jan de Nooij, Sjoerd Koornstra

Company: Heineken

September 21, 2005

The emotional drivers of advertising success

This presentation integrates the models of neuroscience with empirical evidence from Millward Brown's brand and advertising studies.It demonstrates the power of emotion in marketing, and why it is so powerful, but also shows the need for a balance of...

Catalogue: Congress 2005: Making A Difference

Author: Graham Page

Company: KANTAR TNS Malaysia

September 21, 2005

A fresh approach to concept testing

With large companies committed to organic growth, innovation is once again central to their mission and the need for concept screening and testing greater than ever.These companies face huge budget pressures while maintaining the 'consumer's voice'...

Catalogue: Congress 2005: Making A Difference

Author: John Kearon

Company: BrainJuicer

September 21, 2005

Boardrooms in bathrooms

The premise of this presentation is that understanding the leaders of the client community and obtaining their endorsement and accolades is necessary for market research to come out of the shadow where it currently exists.The presentation examines...

Catalogue: Congress 2005: Making A Difference

Authors: Sangeeta Gupta, Anjali Puri, BV Pradeep

Company: Nielsen

September 21, 2005

Brain branding

Advances in brain science now make it possible to measure a brand's impact on consumers' unconscious emotions and decisions.This presentation shows how these advances can be translated into real-world services for brand equity and brand management...

Catalogue: Congress 2005: Making A Difference

Authors: Annette Asp, Steven Quartz

September 21, 2005