Resources Library by ANA

Deconstructing brand equity

In a marketplace offering diverse choices, IBM sees its brand(s) as a way to deliver value to clients.To understand what creates an optimal brand experience, IBM asked business decision makers in six markets to think in unconventional ways about the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: J. Christian Gammill, Robert Harlow, Robert B. Love Jr.

September 19, 2004

Shaping high level business decisions through dynamic understanding of consumer insights

Clarín, an Argentine daily newspaper, has the largest circulation within Spanish-speaking countries and is the world's eighth largest newspaper. As with newspapers worldwide, Clarín is experiencing readership declines among the younger audience...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Esteban Coll, Fernando Moiguer, Ricardo Kirschbaum, Mariela Mociulsky, Guillermo Oliveto, Jorge Karol

Companies: Compañia de Negocios Moiguer, CCR Group

September 19, 2004

Facilitating customer relationships through marketing research

Proprietary panels have been adopted by many organizations to lower costs and speed up market research.Kodak has taken the proprietary panel a step beyond to develop a mechanism to enhance their customer relationships.This paper reviews how Kodak and...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: Berni Stevens, Thomas Catalano

September 19, 2004

Radio as a brand

This paper explores some of the strategies that have been developed and implemented to achieve this goal. It features an overview of the research undertaken to date that has underpinned the overall brand strategy. The strategy demonstrates a unified...

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio

Author: Steve James

June 17, 2004

Does your brand hit the consumers' hot buttons?

The paper introduces an actionable way of understanding how brands express their core values to address consumers' fundamental motivations.We believe there are a set of universal needs that brands can effectively use to really hit the 'hot buttons'...

Catalogue: Asia Pacific 2004

Authors: Nic Hall, Gilbert K.W. Lee

March 28, 2004

Is this tribe local or global?

The debate around globalisation continues. Key commentators warn us that the marketing strategy pendulum has swung too far towards one-size-fits-all versus local relevance. Our own experience as market research practitioners tells us that what sells...

Catalogue: Asia Pacific 2004

Authors: Gordon Pincott, Rimelle Freedman, LiLian Yap, David Chantrey

Company: KANTAR TNS Malaysia

March 28, 2004

Positioning of a "green" technology

This paper describes the threats and opportunities in marketing a 'green' propulsion technology for automotive manufacturers in Europe.The paper highlights how research steps helped Toyota identify the needs and opportunities for a significantly...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Stephan Thun, Gunther De Jonghe

Company: Basis-Kontakt GmbH

March 1, 2004

Brand contribution of car body types in the premium automotive market

This paper presents image research studies in the premium automotive market.It will be shown that the relevance of image dimensions of premium cars varies depending on what customers focus. If they look at premium car brands, there are other image...

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Alexandra Stein, Ralf Rodepeter

Companies: GfK, BMW Group

March 1, 2004

Finding a place in the moving market of information supplies

The paper presents a case study on a survey conducted online among 1,017 French GPs.The authors explain how this survey helped the client define its strategy to conquer its market by gaining a better knowledge of its core target, its real competitors...

Catalogue: Global Healthcare 2004

Authors: Frank Bracq, Van Terradot

February 22, 2004