Resources Library by ANA

Brain branding

Advances in brain science now make it possible to measure a brand's impact on consumers' unconscious emotions and decisions.This presentation shows how these advances can be translated into real-world services for brand equity and brand management...

Catalogue: Congress 2005: Making A Difference

Authors: Annette Asp, Steven Quartz

September 21, 2005

The heart transplant

This presentation focuses on why the traditional consumer insights model fails to deliver to the greatest need of modern CEOs - namely, -'how do I get the consumer at the heart of my business to drive a competitive advantage?'Understanding the...

Catalogue: Congress 2005: Making A Difference

Authors: David Jenkinson, Derek Leddie, Kristin Hickey

Company: The Leading Edge

September 21, 2005

Transforming American Express

This presentation examines the role of qualitative research in the transformation of American Express' US Small Business Services division, an issuer of credit cards, into OPEN: The Small Business Network from American Express, a network of financial...

Catalogue: Congress 2005: Making A Difference

Authors: Jeremy Diamond, Amy Markus

Company: American Express Company

September 21, 2005

True loyalty

Both product and customer care impact company customer relationships. Management needs information on their performance and relationship with future business growth. A wide variety of opinions and scientific research exists on best indicators. After...

Catalogue: Congress 2005: Making A Difference

Authors: Maarten Schellekens, Ton Otker, Reinier Heutink, Harm van Leeuwen

September 21, 2005

Fabric conditioner fragrance optimisation for the Australian market

This paper is a case study involving a client with a successfully performing brand of fabric conditioner who has acquired another brand in the Australian market. The business strategy was to relaunch both brands with revised fragrance ranges that...

Catalogue: ESOMAR Fragrance Research Conference 2005

Author: Sarah Hyland

Company: Colmar Brunton

May 15, 2005

Brands, be yourself!

This paper demonstrates that branding matters. While this seems to state the obvious, in the context of low involvement categories that are retailer brands strongholds this might be quite provocative.In some low involvement categories, retailer...

Catalogue: ESOMAR Retailing Industry Conference 2005

Author: Driss Farissi

Company: Procter & Gamble

April 19, 2005

Consumers and their brands

This paper examines the nature of the relationship between consumers and brands of cosmetics products, and the role that brand equity and key consumers' needs play in such a relationship.The analysis is done in two very different but equally...

Catalogue: Asia Pacific 2005

Authors: Javier Calvar, Goutam Mitra

March 13, 2005

There's something about Mary

Mary Goodyear's groundbreaking thinking on the evolution of marketing has proved to be an invaluable tool - useful for explaining and understanding markets, brands and advertising as well as consumer attitudes and behaviour.In this paper the authors...

Catalogue: Asia Pacific 2005

Authors: Lee Ryan, Rosie Hawkins

Company: KANTAR TNS Malaysia

March 13, 2005

Identifying the drivers of use intention for brands

The perpetual question in marketing is: What is the key to building and maintaining strong sales for a brand in an ever-changing environment? The authors propose that relevance is the key sales driver for brands while differentiation plays an...

Catalogue: Asia Pacific 2005

Authors: Shigeo Okazaki, Sean Corcoran, Satoru Sato

March 13, 2005