Resources Library by ANA

Global brands and youth activism

Anti-globalisation thinking is strong across Europe, especially in France and Germany. This presentation explores how anti-globalisation thinking affects younger consumers, an important market for brand owners across a wide spectrum of products and...

Catalogue: Consumer Insights 2005

Authors: Béatrice Maccario, Marie-Agathe Nicoli

November 15, 2005

Is the product becoming the key player again?

Researchers have found that really strong brands have gone a step beyond achieving differentiation to develop deep relationships with consumers. In other words, product differentiation is not enough. In a deep relationship, hence in a strong brand,...

Catalogue: Latin America 2005

Authors: Luís Alfredo Lagos, Paula Carramenha

October 23, 2005

Monitoring brand health

Within the Heineken Company the several world-wide operating companies (Opcos) were all responsible for monitoring brand health. Within recommended guidelines, each Opco could organize their own way, and particularly the change to increasingly...

Catalogue: Congress 2005: Making A Difference

Authors: Gert Jan de Nooij, Sjoerd Koornstra

Company: Heineken

September 21, 2005

The emotional drivers of advertising success

This presentation integrates the models of neuroscience with empirical evidence from Millward Brown's brand and advertising studies.It demonstrates the power of emotion in marketing, and why it is so powerful, but also shows the need for a balance of...

Catalogue: Congress 2005: Making A Difference

Author: Graham Page

Company: KANTAR TNS Malaysia

September 21, 2005

Harnessing the grapevine

The rise of word-of-mouth is placing increasing importance on consumers at the centre of the conversation.These consumers, once identified, can be a valuable resource not only for carrying messages, but throughout the marketing cycle from identifying...

Catalogue: Congress 2005: Making A Difference

Authors: Jan Berry, Tim Wragg

Company: GfK

September 21, 2005

Managing corporate brands successfully

While Corporate Reputation Management has grown in importance, it is generally agreed there are no adequate instruments to measure the strength of the corporate brand. This presentation introduces a perception-oriented measurement approach and...

Catalogue: Congress 2005: Making A Difference

Authors: Oliver Hupp, Siegfried Högl

Company: GfK

September 21, 2005

How effective is product placement at improving brand image and preference?

This paper introduces a new model that isolates the impact of product placement/integration on consumption and brand imagery. The model was developed with one of the largest advertisers in the United States and this paper is based on a case study for...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Author: Darren Marshall

June 21, 2005

Should you take me out to the ballgame?

This paper describes an innovative approach demonstrating the effectiveness and utility of an internationally validated tool that allows marketers to pre-qualify sponsorships - before they make their spending decisions. Via assessments that are...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Robert Passikoff, Allen Gerber

Company: Brand Keys, Inc.

June 21, 2005

Viewer response to branded integration

This paper presents current findings regarding response to various on air branded integrations. Actual case studies are presented, as well as analyses from Q4 2004 and trends based on over 1.5 years of data (September 2003 - March 2005.)The data have...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Barbara Zack, David Kaplan

June 21, 2005