Resources Library by ANA

The changing language of young Spanish consumers

The role of brand names in the language of young consumer s is obvious, and raises various type of questions. For practical reasons , we will divide there into three types. a. what is the basis tor the repercussion on the name brands on the...

Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?

Author: Alejandro Suarez Antelo

June 15, 1992

How global are global brands?

Based on a survey of 210 pan-European brand managers, this paper presents an empirical assessment of the state of the art in so-called "global branding. Among the main conclusions, it is shown that the "global brand is a myth: some facets of such...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: Jean-Nöel Kapferer

June 15, 1992

The decline and fall of manufacturer branding

Three propositions are presented: 1. Branding control is passing from the manufacturer to the retailer- Market power has moved historically from the wholesaler to the manufacturer and now lies with the retailer - Manufacturers will become suppliers...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: William Ramsay

June 15, 1992

Brand valuation

In this paper we examine the alternative methods possible for valuing brands, their advantages and disadvantages. We conclude that as brands are essentially marketing properties and owe their success to the skill with which they are nurtured and...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: Tom Blackett

September 1, 1990

A new marketing tool

Two beliefs underpin this study which was carried out among 6000 people in six European countries : - the brand and its graphic symbol, the logo, are the main institutional and product communication vectors in a complex world market, - the brand in a...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: Gerard Doublet

September 1, 1990

The map is not the territory

Neuro-Linguistic Programming is a phrase that can be very off-putting, yet it sums up three very simple ideas that form the core of the insights and discoveries Grinder and Handler made. The 'Neuro' part of NLP recognises the fact that all human...

Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?

Author: Wendy Gordon

June 15, 1990

Essence of international brand values

The general proposition is that successful international brand marketing depends upon a full understanding of the 'Essence' of the brand, and of the 'Essence' of local cultures. In some instances the Essence of the Culture is more important. In other...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92

Authors: Terry Hanby, Peter Cooper

Company: QRi Consulting Ltd.

June 15, 1990

Global branding and segmentation: Everything old is new again

This paper discusses the experiences of a major multi-national country with global branding, in general, and the market research aspects, in particular. It focuses on specific research programs developed to address global marketing issues relevant to...

Catalogue: ESOMAR Congress 1989

Author: Elana M. Hudak

Company: Colgate-Palmolive

September 1, 1989

The mature market

In recognition of past neglect of mature consumers, Colgate-Palmolive is changing its ways. The initial steps have been taken and a continuing program will be maintained. The intent is to enrich the knowledge and understanding of mature consumers,...

Catalogue: Seminar 1989: The Untapped Gold Mine

Authors: Jacklyn H. Posner, Meryl Bass, Jim Figura

Company: Colgate-Palmolive

June 15, 1989