Resources Library by ANA

Beyond online advertising

The overall objective of the paper is to share the results of over five years long analysis of leading consumer websites that demonstrates how many leading brands have underutilized the marketing capacity of their websites. Through actual metrics the...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Author: Laurent Florès

Company: MetrixLab

June 20, 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

Insight adding value to a national supermarket

This paper provides a detailed case study of a store performance tracker designed and implemented in the United Kingdom.The authors will argue that UK supermarket retail is currently a uniquely competitive environment and one where retailers are...

Catalogue: ESOMAR Retailing Industry Conference 2005

Authors: Michelle Chiffers, Tim Knight

Company: Nunwood

April 19, 2005

Do we perform well?

The paper presents the method of measuring a manufacturer's performance in retail outlets. Through the total shops core index it is possible to examine the level of product inventory, position and presentation of the manufacturer's brand.Due to the...

Catalogue: ESOMAR Retailing Industry Conference 2005

Author: Vojtech Spacil

April 19, 2005

Unique panel insights for a complex, fast-moving market

The papers describes a specialist business panel (itself a rarety) of exporters and other users of international freight, parcels and document transport services. It provides a series of DHL case studies demonstrating the value of a time series of...

Catalogue: ESOMAR Panel Research Conference 2005

Authors: Michael Dent, Tom Smart

April 17, 2005

Windows on the world

This paper is based on research conducted by Hennessy amongst its consumers, using internet-based ethnographic techniques. The results are based on a quantitative and qualitative assessment of over 1,200 personal web pages housed on Blackplanet.com....

Catalogue: ESOMAR Conference 2005: Innovate!

Authors: Mark Whiting, Franck Sagne

February 27, 2005

Building the corporate brand

This paper deals with the specific research methods and tools used to help UBS develop a global corporate brand with credible appeal to high net worth customers who think of he individual advisor as the 'brand'. The Wirthlin Values approach is used...

Catalogue: ESOMAR Conference on Financial Services 2005

Authors: Oliver Loch, Patricia Kidd

Company: Harris Interactive (Europe)

February 1, 2005

The BBVA brand experience

This paper reviews the process through which BBVA developed and implemented its brand strategy, resulting in strategic positioning ('Brand Vision').Concerning implementation, steps were developed to define a brand personality and to develop the 'look...

Catalogue: ESOMAR Conference on Financial Services 2005

Authors: Angel Alloza, Fernando Prado

February 1, 2005

Playing to the end game

Marketing in India, with its economic and social contrasts, is often likened to dealing with several markets at the same time. The population of more than one billion differs enormously with 15 different languages, social customs and live...

Catalogue: ESOMAR Conference on Financial Services 2005

Authors: Nayantara Chakravarthi, Vivek Bengani, Y.V.D.Y. Prasad

February 1, 2005