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Research papers

Inmarsat

Inmarsat is one of a new genre of global, ingredient brands whose potential is being opened up by the rapidly growing use of communications and information technology. This paper considers the communication and advertising issues that arise when...

Catalogue: Seminar 1996: The Big Brand Challenge
Author: Leigh Stops
June 15, 1996
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Citation

Stops, L. (1996a, June 15). Inmarsat. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/inmarsat


Research papers

Brand evaluation in a cross-cultural context

This paper addresses the widely debated topic of ‘cross-national convergence’ in consumer attitudes and behaviour with respect to global brands. The study is based on a survey of nationally representative samples of the adult population in...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Daniel Weber, Christine Woesler de Panafieu
June 15, 1996
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Citation

Weber and de Panafieu (1996a, June 15). Brand evaluation in a cross-cultural context. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/brand-evaluation-in-a-cross-cultural-context


Research papers

Coca-cola, Levi's, Adidas... Co-educators of our children

If young people today are completely different from their counterparts of twenty years ago, the same may be said of traditional educational structures entrusted with their upbringing (parents, teachers, society in general, etc.). In many European...

Catalogue: Seminar 1996: The Big Brand Challenge
Author: Joël-Yves le Bigot
June 15, 1996
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Citation

le Bigot, J. (1996a, June 15). Coca-cola, Levi's, Adidas... Co-educators of our children. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/coca-cola-levi-s-adidas-co-educators-of-our-children


Research papers

The myth at the heart of the brand

This paper adapts aspects of the work of anthropologist Claude Levi- Strauss for use in market analysis and research. The methodology has been pioneered by the author's company, and is regularly used by them in their analytical work. The paper...

Catalogue: Seminar 1996: The Big Brand Challenge
Author: Monty Alexander
June 15, 1996
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Citation

Alexander, M. (1996a, June 15). The myth at the heart of the brand. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/the-myth-at-the-heart-of-the-brand


Research papers

The gap

As environments have become more competitive, so the nature of brands has changed. To appreciate this, depth interviews were conducted with twenty leading edge brand consultants. Brands have evolved beyond their earlier role of differentiating and...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Leslie de Chernatony, Francesca Dall'Olmo Riley
June 15, 1996
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Citation

de Chernatony and Dall'Olmo Riley (1996a, June 15). The gap. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/the-gap


Research papers

Understanding, measuring and using brand equity

This paper reports on the results of a development program aimed at using survey research data to place a financially related value on the consumer based equity of brand images and associations. We will document the empirically derived theories...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Paul Dyson, Andy Farr, Nigel Hollis
Company: KANTAR TNS Malaysia
June 15, 1996
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Citation

Dyson, Farr and Hollis (1996a, June 15). Understanding, measuring and using brand equity. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/understanding-measuring-and-using-brand-equity