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Research papers

From aesthetic trends to new value signs

In 2004 Philips launched its new brand positioning 'Sense and Simplicity'. To articulate this positioning through design, Philips Design works according to the High Design process; a multidisciplinary and human-centered approach that led to...

Catalogue: ESOMAR Conference on Digital Futures 2005
Author: Brechje Vissers
Company: Philips International
March 1, 2005

Research papers

Measuring emotion in brand communication

The main purpose of this paper is to address these questions: how do emotions interact with and influence so-called 'rational' processes, which are more important in brand decision-making, and what are their contribution to innovation?The authors...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Peter Cooper, John S. Pawle
Company: QRi Consulting Ltd.
February 27, 2005

Research papers

Client-driven convergence of the market research, CRM and competitive intelligence industries.

This paper presents a case study of an Australian employer association, Australian Business Limited, that developed a leading-edge 'insights' capability by bringing together into a single, integrated team its market research, market and competitive...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: Helen Simpson
February 27, 2005

Research papers

Building the corporate brand

This paper deals with the specific research methods and tools used to help UBS develop a global corporate brand with credible appeal to high net worth customers who think of he individual advisor as the 'brand'. The Wirthlin Values approach is used...

Catalogue: ESOMAR Conference on Financial Services 2005
Authors: Oliver Loch, Patricia Kidd
Company: Harris Interactive (Europe)
February 1, 2005

Research papers

Live without fear

The paper is a case study of the ABN-AMRO Freedom credit card, born of a journey of understanding the consumer using a multi-pronged and iterative process.The research exercise involved studying the cultural context of saving and finance;...

Catalogue: ESOMAR Conference on Financial Services 2005
Authors: Sangeeta Gupta, Vasantha Kumar, Madhumita Chakraborty
Company: Nielsen
February 1, 2005

Research papers

The BBVA brand experience

This paper reviews the process through which BBVA developed and implemented its brand strategy, resulting in strategic positioning ('Brand Vision').Concerning implementation, steps were developed to define a brand personality and to develop the 'look...

Catalogue: ESOMAR Conference on Financial Services 2005
Authors: Angel Alloza, Fernando Prado
February 1, 2005

Research papers

The changing role of the branch office in supporting brand image and customer loyalty

This paper discusses how the role of the branch office needs to be recast in order 1) to complement, not compete with, electronically delivered services; and 2) to better support the significant number of self-directed investors, including a growing...

Catalogue: ESOMAR Conference on Financial Services 2005
Author: Nino DeNicola
February 1, 2005

Research papers

Developing winning strategies for consumers of all ages

This paper describes the work conducted by Brand Keys, Inc. and MGN Limited to develop an internationally validated tool that allows marketers to develop winning brand strategies based upon crafting strategies that are able to meet or exceed...

Catalogue: ESOMAR Conference On Age 2005
Authors: Robert Passikoff, Kerry O'Connor
Company: Brand Keys, Inc.
January 30, 2005

Research papers

Life frames®

This paper discusses a new qualitative research approach to win meaningful insights in young consumer markets.The tool Life Frames® is based on the understanding that the consumer's demands are driven by situational needs and wants. It utilises...

Catalogue: ESOMAR Conference On Age 2005
Author: Axel Dammler
Company: iconkids & youth international research GmbH
January 30, 2005