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Research papers

Why Mona Lisa has become the Mona Lisa

This paper examines the influence of Sacred Geometry in making unconscious connections with the human mind thus, making the understanding of brands and logos go beyond semiotics.Working with a variety of brands, packaging and logos, it is quite...

Catalogue: Qualitative 2006
Authors: Grace Janho, Krishna Patnaik
Company: KANTAR TNS Malaysia
October 8, 2006

Research papers

Pushing the right buttons

In the competitive mobile telecom market combining price reductions with increasing revenues is of high importance. KPN Mobile and SKIM Analytical have conducted several studies in order to identify key drivers of choice, also taking into account the...

Catalogue: Telecom 2006
Authors: Dirk Huisman, Sander Noorman, Jürgen Warnecke
Company: SKIM
October 8, 2006

Research papers

Made in Asia

Many experienced companies realize that Asia is not one market but rather consists of multiple markets. However, while companies focus on tailoring products and brands for local consumers, they are overlooking an important fact in understanding...

Catalogue: Asia Pacific 2006
Authors: Giana Eckhardt, Sunny Hahn, Myoungwha Choi
Company: McKinsey & Company
March 19, 2006

Research papers

The new generation of brand research

This presentation addresses two critical issues that are central to the successful measurement of brands and brand equity. First, a new framework for measuring brand equity is presented, combining Mind Power (the strength of the brand in the consumer...

Catalogue: Asia Pacific 2006
Authors: Rosie Hawkins, Shobha Subramanian
Company: KANTAR TNS Malaysia
March 19, 2006

Research papers

Lasting liaisons

The consumer-brand bond has long been of great interest to marketers, and continues to attract much attention and study.This paper addresses some of the misconceptions/gaps the authors have experienced and encountered in the practitioner world with a...

Catalogue: Brandmatters 2006
Authors: Sangeeta Gupta, Santosh Desai
February 8, 2006

Research papers

Generating reliable insights for communication development

This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of products and brands in the financial industry. The...

Catalogue: Latin America 2005
Authors: Pablo Sanchez Khon, Gaston Suarez Crothers, Maite Descouvieres Vargas, Pablo Gonzalez Vicente
October 23, 2005

Research papers

Creacion de perspectivas fiables para el desarrollo de la comunicacion

This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of products and brands in the financial industry. The...

Catalogue: Latin America 2005
Authors: Pablo Sanchez Khon, Gaston Suarez Crothers, Maite Descouvieres Vargas, Pablo Gonzalez Vicente
October 23, 2005

Research papers

Brand activation

This paper analyses a new and recently strong Marketing trend: Brand Activation.Brand Activation refers to those marketing activities that have developed strongly over the last few years, which fulfil a double task: the traditional one of building...

Catalogue: Latin America 2005
Authors: Viviana Barcesat, Vanina Gruart
Companies: KANTAR TNS Malaysia, Unilever
October 23, 2005

Research papers

How effective is product placement at improving brand image and preference?

This paper introduces a new model that isolates the impact of product placement/integration on consumption and brand imagery. The model was developed with one of the largest advertisers in the United States and this paper is based on a case study for...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio
Author: Darren Marshall
June 21, 2005