Resources Library by ANA

The myth at the heart of the brand

This paper adapts aspects of the work of anthropologist Claude Levi- Strauss for use in market analysis and research. The methodology has been pioneered by the author's company, and is regularly used by them in their analytical work. The paper...

Catalogue: Seminar 1996: The Big Brand Challenge

Author: Monty Alexander

June 15, 1996

The gap

As environments have become more competitive, so the nature of brands has changed. To appreciate this, depth interviews were conducted with twenty leading edge brand consultants. Brands have evolved beyond their earlier role of differentiating and...

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Leslie de Chernatony, Francesca Dall'Olmo Riley

June 15, 1996

Lost sales research

The Audi experience illustrates a number of more general points for consideration. First, that good lost sales research should encompass both the ‘buyer’ and the ‘seller’; the insights gained in this study and the specificity of...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry

Authors: Andy Turton, Steve Gatt

June 15, 1996

Marketing and research today (May 1996)

Perceptions of advertising as a strong marketing force seem to be widespread, both within business communities and among the general public aswell. These perceptions tend not to be founded on empirical evidence, butrather, on myths about advertising...

Catalogue: Marketing and Research Today

Author: ESOMAR B.V.

May 1, 1996

Customer value strategies

As competition for business becomes more and more intense in the Middle East region, delivery of quality customer service has become a major goal for many companies in the region. This paper analyses the challenge faced by market research suppliers...

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: Anna Rita Baglioni Hadjigavriel

March 1, 1996

A home grown brand

This paper looks at the development of a new brand in the consumer electronics durables field, Aftron, using brand equity research as a starting point. It examines the reasons for the development of the brand, the research used to understand the...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Jerry Cregan, Sanjay Badhe

March 1, 1996

Brand fitness

The objectives of our paper are to: 1. introduce the concept of brand fitness, 2. substantiate the essential role of research in fitness measurement, and 3. exemplify the use of a research technique that is an integral part of this measurement. Brand...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Harout Krikorian, Lance de Masi

March 1, 1996

Global branding

The paper considers the issues of global branding and its relationship with local marketing with particular reference to food and drink markets. We also consider whether a global brand really requires a totally global specification. We also argue...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Authors: John Baker, Kieran Ryan

Company: KANTAR TNS Malaysia

June 15, 1995

Open-market aftershocks

Czech and Slovak consumers' attitudes toward brands have undergone a massive shift since the opening of the market, becoming significantly more sophisticated and critical over the last five years. Compared to extremely price-sensitive and...

Catalogue: CEE Conference 1995: Towards A Market Economy

Authors: Jennifer Gibbs, Marek Boguszak

Company: KANTAR TNS Malaysia

April 1, 1995