Resources Library by ANA

Are you being seen?

If the mantra is 'Unseen is Unsold' then the question must be 'Am I being seen?' The environment in which brands and advertising compete for the attention of consumers is more cluttered than ever before: Markets have fragmented as the number of...

Catalogue: Asia Pacific 2004

Author: Vanessa Oshima

March 28, 2004

Managing global brands to meet consumer expectations

Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and how to do this. Are global brands merely those...

Catalogue: ESOMAR Global Cross-Industry Forum 2003

Authors: Greet Sterenberg, Earl Taylor, Malcolm Baker

December 3, 2003

Don't cut off the hand that feeds you

This paper shows how the use of consumer based equity measures within a discounted cash flow framework can create a means for both finance and marketing to understand the full benefit of past brand building activities. It also shows how impact of...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Author: Andy Farr

Company: KANTAR TNS Malaysia

September 14, 2003

Changing equity of private labels: Western Europe

This paper addresses the role of private labels within the perspective of Western Europe and reviews the main factors affecting private label development within the region, the future of private labels vs. brands, and the impact of supercenters and...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Author: Thomas Bachl

Company: GfK

September 14, 2003

Changing equity of private labels in the Middle East

This paper addresses the growth of private labels from the perspective of the Middle East and finds the rising equity of private labels in the Middle East and Africa presents the research industry with new opportunities for growth and profitability.

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Author: Nicos Rossides

Company: Ipsos MRBI

September 14, 2003

Comparing brand equity valuation with in-market performance

The paper examines the relationship between brand equity and in-market performance.A comparison of brand equity and market performance shows that mostly brand equity is a strong indicator of market share, suggesting that brand equity building...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Manjima Khandelwal, Christopher McKinney

Company: Nielsen

September 14, 2003

Assessing corporate brands and product brands in pharmaceuticals

The pharmaceutical industry follows a model where product brands stand alone and the company is not strongly linked to any specific prescription brand. This allows potential corporate protection should a leading brand have PR issues around a drug....

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Authors: Angelina Dolan, Alice Neal, Sally Graham, Nicole Liptrot

November 10, 2002

Is my advertising building brand equity?

This paper is based on experiences learned and techniques used incontinuous brand and advertising tracking studies conducted over thepast five years in North America and Brazil. It includes specific case studyexamples of how advertising campaigns...

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Authors: Rosana Couto, Leda Kayano, Tom Gallagher

November 1, 2000

Evaluating the value of global brands in Latin America

This paper presents an analysis of brand value with a focus on global brands present in Latin American countries and is based on the hypothesis that for the vast majority of product and service categories brand value might be defined as a regional...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Paulo Carramenha, Luis Alfredo Lagos Dougnac, Nelsom Marangoni

June 15, 1999