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Research papers

Sustainability as a monetary brand value

This presentation describes the results of basic research regarding the relation between sustainability and brands in general and the relevance of sustainability for brand equity in particular. The understanding of social comparison processes and the...

Catalogue: Congress 2009: Leading The Way
Author: Stephan Götze
September 22, 2009
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Citation

Götze, S. (2009a, September 22). Sustainability as a monetary brand value. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/sustainability-as-a-monetary-brand-value


Research papers

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
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Citation

Blackett, T. (1990a, September 01). Brand valuation. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/brand-valuation


Research papers

Evaluating advertising campaigns

Nestle is strongly concerned with making right decisions about budgets, media and advertising strategies, and, consequently, with monitoring its campaigns. Nestle has been tracking some parameters, generally supposed to be connected with the way...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Authors: Marc Vincent, José-Maria Riera Vidal
Company: Nestlé
June 15, 1981
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Citation

Vincent and Vidal (1981a, June 15). Evaluating advertising campaigns. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/evaluating-advertising-campaigns


Research papers

Report of working group

The starting point for our discussion was the recognition that social change is proceeding faster than at any time in human history. Politicians, administrators, and those involved in the political process are therefore like managers of industrial...

Catalogue: Seminar 1980: Social Change Analysis As A Tool For Strategic Planning And Decision Making
Authors: Karel C. P. Slootman, Andrew Robert McIntosh
June 18, 1980
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Citation

Slootman and McIntosh (1980a, June 18). Report of working group. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/report-of-working-group


Research papers

Comments on mr. J. F. Boss' paper

In reviewing the paper presented by Mr. J.F. Boss I believe there will be consensus that this is one of the most specialised contributions to the seminar, for which we should be grateful as it is giving a clear overview on recent methodological...

Catalogue: Seminar 1970: Attitude And Motivation Research
Author: Wolfgang Meyer
February 1, 1970
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Citation

Meyer, W. (1970a, February 01). Comments on mr. J. F. Boss' paper. ANA - ESOMAR. Retrieved September 20, 2024, from


https://ana.esomar.org/documents/comments-on-mr-j-f-boss-paper