Resources Library by ANA

The renaissance of Chateau Lagrange

This paper describes how Suntory restored the international reputation and brand value of the French wine estate Chateau Lagrange by completely restructuring the estate. It emphasises the importance of establishing good relationships with local...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Seiichi Nagata

June 15, 1997

The search for focus brand values across Europe

This paper describes how Land Rover has focused on the development and application of the values of the Land Rover Brand. It highlights the need to be focused and driven by the customer, which requires the need for regular, timely and actionable...

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Nick Bull, Martin Oxley

June 15, 1996

Brand equity

The success of some of the dominant consumer brands in the Middle East market has to a large degree been achieved through nurturing their brand values in a manner that is consistent with the traditions and cultures of its people. This has been...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Eleni Nicholas, Nassim Ghrayeb

March 1, 1996

Striving to be the best

This paper outlines the current redevelopment programme taking place at Selfridges, a leading destination department store in London, and explains the three-stage approach they have adopted to review existing customer service initiatives: who are the...

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

Authors: Amanda Metcalfe, Helen West

June 15, 1995

Anticipating expectations

Three themes will have an increasing impact on consumer demand in the developed markets through the end of the decade:- Brand Value: Brands will become increasingly important to both marketers and consumers in the '90's as functional product...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Alexander L. Biel

September 1, 1992

Using conjoint analysis to assess the relative values of 'host' and 'guest' brands in multi-brand products

The paradigmatic concept of a brand is a name standing for a "virtual individual". Within this traditional approach, a multi-brand product carrying more than one brand is an antinomy, standing against the idea that a loyal consumer can trust the...

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

Author: Stefan Oglesby

Company: LINK Institut für Markt- und Sozialforschung

June 15, 1992

The brand audit

This paper is divided into two parts. The first part will outline some elements of a semiotic theory of the brand. In the definition of the brand identity, a crucial point is an identification of basic values and the distinction of these from a more...

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

Author: Andrea Semprini

Company: RISC International (Europe) SA

June 15, 1992

Brand evaluation

The paper is divided into 3 parts. The first part asserts that value creation for both the consumer and the share holder is the overriding objective of commercial organisations and that brand value is a critical bench mark in measuring a company's...

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

Authors: Howard Barrett, Nick P. Bertolotti

June 15, 1992

Nipo's brand monitor and how advertising works

In this paper we go into the relations between Quality of Advertising, Brand Awareness, Perceived Quality and finally Brand Loyalty, on the basis of the large number of studies we did in this field. Our empirical evidence shows that advertising can...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work

Authors: Leo van Doorn, Jan Stapel

Company: NIPO

June 15, 1991