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Webinars

Using semiotics in a brand audit

In the midst of the fourth Industrial Revolution, more than one-third of the skills we believe are essential for today's workforce will have changed according to the Future of Jobs Report from the World Economic Forum. ESOMAR in partnership with...

Catalogue: Webinars 2020
Authors: Chris Arning, Manisha Dikshit, Dinesh Ramchandani
May 6, 2020
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Citation

Arning, Dikshit and Ramchandani (2020a, May 06). Using semiotics in a brand audit. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/using-semiotics-in-a-brand-audit


Research papers

Brand valuation in telecommunications

This paper discusses alternative techniques for the valuation of brands and concludes that a brand audit based approach provides the most realistic method of assessment. Brand valuation techniques have been in existence for around ten years. Their...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry
Authors: Tom Blackett, Jane Reeve
June 15, 1998
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Citation

Blackett and Reeve (1998a, June 15). Brand valuation in telecommunications. ANA - ESOMAR. Retrieved April 27, 2024, from


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


Research papers

New technology, new paradigms, and the attributional cloak: Qualitative research shall go to the (scientific) ball

Within market research, as in the social sciences generally, qualitative research is increasingly recognised as the only possible route to certain kinds of information. We argue that, rather than grafting isolated pieces of new technology onto the...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications
Authors: Peter Stratton, Roger Sivlter
June 15, 1993
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Citation

Stratton and Sivlter (1993a, June 15). New technology, new paradigms, and the attributional cloak: Qualitative research shall go to the (scientific) ball. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/new-technology-new-paradigms-and-the-attributional-cloak-qualitative-research-shall-go-to-the-scientific-ball


Research papers

The brand audit

This paper is divided into two parts. The first part will outline some elements of a semiotic theory of the brand. In the definition of the brand identity, a crucial point is an identification of basic values and the distinction of these from a more...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Andrea Semprini
Company: RISC International (Europe) SA
June 15, 1992
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Citation

Semprini, A. (1992a, June 15). The brand audit. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-brand-audit


Research papers

Looking over your shoulder

Increasing competitive pressure - notably from the Far East - threatens the European consumer durables industry. The trade are becoming more sophisticated and demand more from suppliers. Product performance and new features are no longer enough to...

Catalogue: Papers 1992: How To Endure In The Durables Industry?
Author: Julian Boulding
June 15, 1992
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Citation

Boulding, J. (1992a, June 15). Looking over your shoulder. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/looking-over-your-shoulder