Catalogue: "Seminar 1996: The Big Brand Challenge"

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Research papers

Understanding, measuring and using brand equity

Catalogue: Seminar 1996: The Big Brand Challenge
Company: Kantar
Date: June 15, 1996
Authors: Paul Dyson, Andy Farr, Nigel Hollis

Research papers

The search for focus brand values across Europe

Catalogue: Seminar 1996: The Big Brand Challenge
Date: June 15, 1996
Authors: Nick Bull, Martin Oxley

Research papers

The myth at the heart of the brand

Catalogue: Seminar 1996: The Big Brand Challenge
Date: June 15, 1996
Author: Monty Alexander

Research papers

The Libresse/Nana case 1990-1993

Catalogue: Seminar 1996: The Big Brand Challenge
Date: June 15, 1996
Authors: Ola Gejervall, Mats Persson

Research papers

The gap

Catalogue: Seminar 1996: The Big Brand Challenge
Date: June 15, 1996
Authors: Leslie de Chernatony, Francesca Dall'Olmo Riley

Research papers

Mind mapping

Catalogue: Seminar 1996: The Big Brand Challenge
Company: RSG Marketing Research
Date: June 15, 1996
Author: Rudolf Sommer

Research papers

Justifying our advertising budgets

Catalogue: Seminar 1996: The Big Brand Challenge
Date: June 15, 1996
Authors: Andrew S. C. Ehrenberg, Neil R. Barnard, John Scriven

Research papers

Inmarsat

Catalogue: Seminar 1996: The Big Brand Challenge
Date: June 15, 1996
Author: Leigh Stops

Research papers

Golden mean

Catalogue: Seminar 1996: The Big Brand Challenge
Date: June 15, 1996
Authors: Kalika Tripathi, Sughosh Moharikar

Research papers

Every day low price

Catalogue: Seminar 1996: The Big Brand Challenge
Company: Kantar
Date: June 15, 1996
Author: Judith Passingham

Research papers

Developing a local soft drink brand

Catalogue: Seminar 1996: The Big Brand Challenge
Date: June 15, 1996
Authors: Tomas Tereba, Tomas Krasny

Research papers

Consumers' preference for retailer's brands

Catalogue: Seminar 1996: The Big Brand Challenge
Date: June 15, 1996
Authors: Catherine Lewi, Jean-Nöel Kapferer