Resources Library by ANA

More than just counting

Lakeside Shopping Centre, the largest in the south of England, is the subject of this presentation. A wealth of research has been conducted here over the 5 years it has been open. The purpose of the presentation is to demonstrate the types of...

Catalogue: Seminar 1995: Facing Up To The Challenges In Retailing

Author: Heather Davis

June 15, 1995

Strategies for retailers in Europe by 2000

The environment in which retailers operate is changing rapidly in the late twentieth century. This is evidenced in the higher levels of turbulence, major political changes and new demands being made by consumers. The traditional approaches to retail...

Catalogue: Seminar 1995: Facing Up To The Challenges In Retailing

Author: John Dawson

June 15, 1995

Branding in business-to-business markets

Since the early nineties brand management has become a very topical issue (Leuthesser 1988 Aaker 1991 Kapferer 1993 Dimitriadis 1994). However researchers' attention has been mostly focused on mass consumer brands. Industrial branding is one of the...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Serge Dimitriadis, Jean Bidault

June 15, 1994

Brands on market earth

There are a number of trends both within and outside the automotive industry which suggest that the current rather monolithic brand structure of the car industry' may soon change dramatically. Modern management techniques encourage structural...

Catalogue: International Automotive Marketing Conference 1994

Author: Ian E. Wood

June 15, 1994

Strategic and structural implications in managing European brand development

This paper deals with three linked topics and their accompanying hypotheses:1. Strategic Implications for Branded Companies in the Single Market:-Corporate strategy will replace an add-up of brand objectives-Market segmentation will increase...

Catalogue: Seminar 1994: Building Successful Brands

Author: William Ramsay

June 15, 1994

The map is not the territory

On April 2,1993, "Marlboro Friday" made the marketing world suddenly sit up and realize: BRANDS WERE DYING. What had gone wrong? This paper suggests an answer. The soldiers of the marketing wars, using marketing research as crutches, have splintered...

Catalogue: Seminar 1994: Building Successful Brands

Author: Philippe Boutié

June 15, 1994

Brand personality modelling

Most advertisers in the 90’s no longer look at their brands using only socio-demo- graphic and classic imagery measurement tools. As marketing researchers, we experience more and more their urgent need to understand the very personal...

Catalogue: Seminar 1994: Building Successful Brands

Author: Rolf Verlinden

June 15, 1994

Breaking free from the testing mentality

Attending seminars and conferences on 'European' advertising and brands, Levi's is often quoted as an example of how pan-European marketing campaigns can work across Europe. The objective of this paper is to provide a brief insight into the way in...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Kirsty Fuller, Martin Rippon

Companies: RDSi, Levi Strauss & Co.

June 15, 1994

Brand transfer

In 1989 Whirlpool bought Philips's major domestic appliance division and embarked on a transfer of the Philips brand name to Whirlpool in Europe. Research was central to this process. The existing and desired positionings of the brands were...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Ian D. Greig, Ray Poynter

June 15, 1994