Catalogue: "Seminar 1994: Building Successful Brands"

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Case studies

Using the eyes of the consumer to build successful, globalized brand management strategies

Catalogue: Seminar 1994: Building Successful Brands
Date: June 15, 1994
Authors: Charles Ilsley, Roger J. Posten

Research papers

Understanding brand success

Catalogue: Seminar 1994: Building Successful Brands
Date: June 15, 1994
Authors: John Baker, Tony Camp, Len J. Marchant

Research papers

The map is not the territory

Catalogue: Seminar 1994: Building Successful Brands
Date: June 15, 1994
Author: Philippe Boutié

Research papers

Team based brand building

Catalogue: Seminar 1994: Building Successful Brands
Date: June 15, 1994
Authors: Leslie de Chernatony, Roger Took

Research papers

Strategic and structural implications in managing European brand development

Catalogue: Seminar 1994: Building Successful Brands
Date: June 15, 1994
Author: William Ramsay

Research papers

Stealing brand equity' measuring perceptual confusion between national brands and copycat own-label products

Catalogue: Seminar 1994: Building Successful Brands
Date: June 15, 1994
Author: Jean-Nöel Kapferer

Research papers

Should advertising spend be maintained at all costs?

Catalogue: Seminar 1994: Building Successful Brands
Companies: Ogilvy, Kantar
Date: June 15, 1994
Authors: Sheila Byfield, Allan Breese

Research papers

Reports of the death of brands have been greatly exaggerated

Catalogue: Seminar 1994: Building Successful Brands
Date: June 15, 1994
Author: Paul Feldwick

Case studies

How to increase the chance for success in new products

Catalogue: Seminar 1994: Building Successful Brands
Date: June 15, 1994
Authors: Loet Magnin, Andrew Doyle

Research papers

How to effectively compete against private-label brands

Catalogue: Seminar 1994: Building Successful Brands
Date: June 15, 1994
Author: Susan R. Ashley

Research papers

Dynamic segmentation

Catalogue: Seminar 1994: Building Successful Brands
Company: Burke, Inc.
Date: June 15, 1994
Authors: Brian Hooper, Hans-Erik Anderssen, Peter Sampson

Research papers

Developing a global brand

Catalogue: Seminar 1994: Building Successful Brands
Date: June 15, 1994
Authors: Philip Dover, Roy Croft, Robert Kopp