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Research papers

Are there bounds on brand equity?

Marketers have long sought to understand and benefit from the nebulous process by which consumers characterise and differentiate brands. The overall value of such differentiation applied to the choice process has come to be known as Brand Equity....

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Michael F. Cramphorn
June 15, 1992
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Citation

Cramphorn, M. F. (1992a, June 15). Are there bounds on brand equity?. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/are-there-bounds-on-brand-equity-


Research papers

Brand evaluation

The paper is divided into 3 parts. The first part asserts that value creation for both the consumer and the share holder is the overriding objective of commercial organisations and that brand value is a critical bench mark in measuring a company's...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Authors: Howard Barrett, Nick P. Bertolotti
June 15, 1992
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Citation

Barrett and Bertolotti (1992a, June 15). Brand evaluation. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/brand-evaluation


Research papers

How global are global brands?

Based on a survey of 210 pan-European brand managers, this paper presents an empirical assessment of the state of the art in so-called "global branding. Among the main conclusions, it is shown that the "global brand is a myth: some facets of such...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Jean-Nöel Kapferer
June 15, 1992
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Citation

Kapferer, J. (1992a, June 15). How global are global brands?. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/how-global-are-global-brands-


Research papers

Corporations are people too

This paper develops and extends the author’s previous work on a theory of Brand Relationships. Based on the definition of a Brand Relationship as the interaction of the consumer's attitudes with those of the brand, an analytical framework for...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Max Blackston
June 15, 1992
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Citation

Blackston, M. (1992a, June 15). Corporations are people too. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/corporations-are-people-too


Research papers

A definition of brand equity relying on attitudes and validated by behaviour

The measurement of the "Brand Equity" is more and more requested by Manufacturers: how to evaluate at a fair price the "value" of a Brand? The present paper intends to focus on the consumer side only, the main idea being that the "value" of a Brand...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Alain Pioche
Company: Nielsen
June 15, 1992
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Citation

Pioche, A. (1992a, June 15). A definition of brand equity relying on attitudes and validated by behaviour. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/a-definition-of-brand-equity-relying-on-attitudes-and-validated-by-behaviour


Research papers

The decline and fall of manufacturer branding

Three propositions are presented: 1. Branding control is passing from the manufacturer to the retailer- Market power has moved historically from the wholesaler to the manufacturer and now lies with the retailer - Manufacturers will become suppliers...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: William Ramsay
June 15, 1992
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Citation

Ramsay, W. (1992a, June 15). The decline and fall of manufacturer branding. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/the-decline-and-fall-of-manufacturer-branding