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Master and optimise the future of a brand

Date of publication: June 15, 1986

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Company: BVA Group

Author: Geneviève Ville

Abstract:

The object of this talk is to present to you a tool with which to analyse and master this confrontation, intended to help those in charge of a brand in their prospective thinking on the future of this brand. I will first of all present the tool from a theoretical point of view. I will then illustrate it with two cases. Of generic value, one concerning a consumer product, the other a travel organisation.

Geneviève Ville

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Research Papers

Master and optimise the future of a brand (French)

Catalogue: ESOMAR Congress 1986: Anticipation And Decision Making

Author: Geneviève Ville

Company: BVA Group

June 15, 1986

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Citation

Ville, G. (1986a, June 15). Master and optimise the future of a brand (French). ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/master-and-optimise-the-future-of-a-brand-french-


Research Papers

Luke Skywalker and Master Yoda

Catalogue: Qualitative 2012: Informing Strategic Decision Making And Action

Authors: Eva von Rennenkampff, Patricia Blau

Company: GIM- Gesellschaft fur innovative Marktforschung

November 8, 2012

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Citation

von Rennenkampff and Blau (2012a, November 08). Luke Skywalker and Master Yoda. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/luke-skywalker-and-master-yoda


Research Papers

Engagement of the future

Catalogue: Latin America 2006

Authors: Robert Passikoff, Charlene Weisler, Pamela J. Batalis

Company: Brand Keys, Inc.

October 20, 2006

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Citation

Passikoff, Weisler and Batalis (2006a, October 20). Engagement of the future. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/engagement-of-the-future


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Citation

Ville, G. (1986a, June 15). Master and optimise the future of a brand. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/engagement-of-the-future