Resources Library by ANA

Consumer lifestyles

The Shoprite supermarket group in South Africa grew from eight suburban stores in Cape Town in 1979 to an international group of 634 stores in 2003, spread through 13 African countries. Most of the growth was by acquisition of failed and troubled...

Catalogue: ESOMAR Conference on Retailing/Category Management 2003

Author: Douglas Parker

October 26, 2003

A seat at the table

Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing activities in order to secure and build value. The...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Rachel Katz, Jeffrey Ewald, Chris Keeling, Howard R. Moskowitz, Laurent Florès, Matthias Silcher

Company: Moskowitz Jacobs Inc.

September 14, 2003

Changing equity of brand labels: The Asia Pacific perspective

This paper outlines the current status of private label in Asia and predicts the future of both brand and private label in Asia. The presence of private label in Asia is linked to the development of the trade structure by country as well as the...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Seonaid Anderson, Helen Passingham-Hughes

Company: KANTAR TNS Malaysia

September 14, 2003

How can local brands survive in a global world?

It is exactly twenty years since the publication of Professor Ted Levitt's Harvard Business Review paper on the globalisation of markets.Levitt's main thesis was that cultural differences were eroding so fast, especially in the developed world, that...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Author: John Fanning

September 14, 2003

Developing an optimal product line using consumer preferences and cost data

Much of the activity of market researchers focuses on understanding the effect of new products on the firm. By researching product acceptance before introduction, manufacturers recognize that careful attention to consumer wants and needs will...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Susan Stoev, Steve Cohen

September 14, 2003

Maximizing shareholder value by bridging the metrics of finance and marketing

The authors examine the role of intangible marketing assets, brands in particular, as the essential growth engines of business. An analytical framework for trading off short-term returns of marketing expenditures versus long-term value building of...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Stefan Daiberl, Stuart Agres, Bill Moult, Jim Spaeth

September 14, 2003

Do you know what's driving your brand?

One of the on-going frustrations marketers have expressed about brand tracking research is 'given these results, what action should I take?' In part, this frustration stems from the inability to predict behavior from attitudes and perceptions, but it...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Joseph Plummer, J. David Phillips

Company: Microsoft

June 18, 2003

The dilemma of brand identity in Latin America

The hypothesis of this paper is that consumer's attitudes and behaviors toward global and local brands are integrated into the same dynamic process that gives origin to acceptance and rejection of globalization as an economic, technological, social...

Catalogue: Latin America 2003

Author: Nora D'Alessio

May 4, 2003

See your target audiences in 3D

The public objective analysis cannot be independent of the relationship that exists between the brand and the consumers of the category. To manage our communication strategy properly it is necessary to keep in mind three key dimensions analysed in...

Catalogue: Latin America 2003

Author: Macarena Estévez

Company: MindShare

May 4, 2003