Resources Library by ANA

How to make the most of your brand (French)

This example shows well that this way of reasoning and its pertaining techniques made it possible to find a competitive locating which helped to endow red AMBASSADEUR with a strong personality and to use at the same time all the potentialities of the...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession

Authors: Anne Marie Naud, Richard Lancestre

June 15, 1984

The use of transactional analysis in the development of a new brand's personality

We have attempted to address in an approach to measurement we have called 'Brand Diagnosis'. Our objectives in doing so were to combine the 'divergence' of a qualitative research methodology with a method of analysis which would simulate the...

Catalogue: Seminar 1983: New Product Development

Authors: Max Blackston, Margaret Holmes

Company: Marplan Forschungsgesellschaft mbH

November 2, 1983

Evaluating advertising campaigns

Nestle is strongly concerned with making right decisions about budgets, media and advertising strategies, and, consequently, with monitoring its campaigns. Nestle has been tracking some parameters, generally supposed to be connected with the way...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Authors: Marc Vincent, José-Maria Riera Vidal

Company: Nestlé

June 15, 1981

Changing individual needs and the world of fashion

Fiorucci has always tried to interprete the evolution and the sudden chances in the tastes of the younger generation, therefore the first part of this paper will deal with how this problem has been handled in the past. Subsequently, by means of...

Catalogue: Seminar 1980: Social Change Analysis As A Tool For Strategic Planning And Decision Making

Author: Elio Fiorucci

June 18, 1980

Consumer attitudes to service in the home

This research shows that there is a casefor national advertising at a corporate level,chiefly to communicate the Prudential as animportant company and therefore to boost the self-image of clients (and probably the self-image of Agents as well). But...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

February 1, 1980

Attitudes to Lucozade and Lucozade advertising

The specific objectives for this research were,therefore:1. To examine the current image of Lucozade andany shifts in attitude which may be takingplace especially in relation to recentadvertising and changes in the market;2. To analyze the effects of...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

September 1, 1979

Watneys pale and brown pack label research

Watneys are undertaking a major review of theirimage, which is including the introduction ofnew beers, redesign of the Watney symbol, cowls, James Watney advertising. Part of this is thedesign of new labels for Watney Pale andWatney Brown.A new...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

June 1, 1979

Research into Watney corporate advertising

Watneys are attempting to improve their image amongstbeer drinkers by changing pub designs, cowls, theWatneys symbol, stating Watneys more discreetly, and introducing new beers (London Bitter and Stag).Corporate advertising is also proposed to...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

May 1, 1979

Weekend pack surface design

Four previous consumer tests have been undertakenin order to find a new surface pack design forWeekend which will give the brand a more positive,modern image and greater value as a gift.The research has indicated that a balance shouldbe struck...

Catalogue: CRAM/Peter Cooper Archive Collection

Author: CRAM/Peter Cooper Archive

May 1, 1979