Resources Library by ANA

Branding passport

It has been widely reported that multinational companies are spending a significant proportion of their marketing budgets in growing economies.Unfortunately, they are not always winning the battle against their marketing-savvy local rivals.Using...

Catalogue: Brandmatters 2006

Author: Lorna Walters

February 8, 2006

Lasting liaisons

The consumer-brand bond has long been of great interest to marketers, and continues to attract much attention and study.This paper addresses some of the misconceptions/gaps the authors have experienced and encountered in the practitioner world with a...

Catalogue: Brandmatters 2006

Authors: Sangeeta Gupta, Santosh Desai

February 8, 2006

Listening to the blogosphere

In the world of market research, 'customer listening' generally consists of a number of widely used methodologies including mall intercepts, mail out surveys, telephone-based surveys, focus groups and one-one personal interviews. These methods were...

Catalogue: Brandmatters 2006

Author: Ted Morris

February 8, 2006

The case for holistic touch-point management

This paper outlines a uniquely comprehensive approach to managing the measurement of brand communications effect.It describes an integrated brand value chain management model; a practical means to isolate the route by which economic brand value is...

Catalogue: Brandmatters 2006

Author: Simon Cole

February 8, 2006

How brands blossom in an increasingly complex world of choice

This paper illustrates how digital ethnography helps companies build more meaningful experiences that result in stronger brand loyalty.The author asserts that the very tools and technologies contributing to brand loyalty erosion can be used to...

Catalogue: Brandmatters 2006

Author: Lisa Leckie

February 8, 2006

Powerful brands

This paper looks at the role market research can play in understanding, measuring and applying emotion to the brand management process. Using a model based on universal archetypal needs driving human behaviour the authors show how marketers can go...

Catalogue: Brandmatters 2006

Authors: Andrea Wilson, Roz Calder

Companies: NeedScope International Ltd., KANTAR TNS Malaysia

February 8, 2006

Marketing beyond the monkey

This paper attempts to broaden the scope of how we look at consumption and consumers, unlock markets beyond the boundaries of tangibility and expand the utility value of brands.In today's world of over-abundance of stuff, media and messages, brands...

Catalogue: Brandmatters 2006

Authors: Charles Skinner, Christophe Fauconnier

Company: Ipsos MRBI

February 8, 2006

Towards the evolutions and revolutions in future research

This paper proposes a social networking and Action Research approach to futures research in a time of transformative paradigmatic change. It is the underlying thesis of this paper that this situation calls for hybridization of methods from different...

Catalogue: Brandmatters 2006

Authors: Marco Bevolo, Nick Price

Company: Philips International

February 8, 2006

Effective and confident communication in crisis situations

This paper reports the results of a study using experimental design to understand, segment, and optimize messaging with respect to pharmaceutical companies in the hotly discussed and controversial area of pain relief.The study comprised responses to...

Catalogue: Global Healthcare 2006

Authors: Howard R. Moskowitz, Alex Gofman, Samuel Rabino, Daniel Moskowitz

February 6, 2006