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Implications of changing influences on consumers for transnational brand management and communications

Date of publication: June 15, 1995

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Company: Ogilvy

Authors: Linda Caller, Sheila Byfield

Abstract:

This paper opens with some observations on the changing world of consumers with a more detailed discussion of developments in international media and the likely effects on consumers around the world. Following a review of some of the key trends affecting consumers today, the final section offers a view on how to incorporate these changing influences in the development of strategy and the management of brands and communications across country borders.

Linda Caller

Author

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Sheila Byfield

Author

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Byfield and Caller (1997a, June 15). Fitting international brands for consumers. ANA - ESOMAR. Retrieved May 13, 2025, from


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Managing transnational brands in times of change

Catalogue: New Monograph Series Vol.8: International Marketing Research

Authors: Linda Caller, Sheila Byfield

 

September 1, 1999

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Caller and Byfield (1999a, September 01). Managing transnational brands in times of change . ANA - ESOMAR. Retrieved May 13, 2025, from


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Munzinger, U. (1994a, June 15). Brand management and brand measurement. ANA - ESOMAR. Retrieved May 13, 2025, from


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Citation

Caller and Byfield (1995a, June 15). Implications of changing influences on consumers for transnational brand management and communications. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/brand-management-and-brand-measurement