Resources Library by ANA

Team based brand building

This paper considers the extent to which members of the brand's team have similar perceptions about the emphasis being placed on different components of their brand. It opens by considering the way that brand management is shifting from the domain of...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Leslie de Chernatony, Roger Took

June 15, 1994

QFD, integrating technique and customer orientation

A comparative qualitative international survey among internationally operating Japanese, American, German and Dutch industrial and industrial services companies shows that technological lead is the critical factor to a company’s success, the...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research

Authors: Karin Lieshout, Dirk Huisman

Company: SKIM

June 15, 1994

The EVE-2 trial

In May 1991 six European telecommunications companies agreed to develop a European-wide videophone service, promoting the use of international standards (ITU: H.320), through the European Video telephony (EV) programme. The main part of the programme...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research

Authors: Jans Aasman, Margot Lagendijk, Ted Vonk

Company: NIPO

June 15, 1994

Panel data friend or foe?

Royal Mail, the letter delivery business of the Post Office, subscribed to a bespoke consumer panel comprising 1000 households in April 1985. This paper briefly examines the day to day operation of the panel, including agency input and traces the...

Catalogue: Seminar 1994: The Changing Faces Of Panel Research

Author: Nick Francis

June 15, 1994

Breaking free from the testing mentality

Attending seminars and conferences on 'European' advertising and brands, Levi's is often quoted as an example of how pan-European marketing campaigns can work across Europe. The objective of this paper is to provide a brief insight into the way in...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Kirsty Fuller, Martin Rippon

Companies: RDSi, Levi Strauss & Co.

June 15, 1994

Developing a global brand

This paper discusses a global branding programme developed by the retail arm of British Petroleum. Much of the article focuses on a global advertising campaign BP: On the Move - that comprised an integral part of a broader corporate identity...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Philip Dover, Roy Croft, Robert Kopp

June 15, 1994

The sales force and electronic territory management

In today's rapidly changing climate it is vital that companies maximise the return from their investments. The sales force is one of the largest investments, and companies have added to that investment by introducing computers and electronic...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Author: David Holmes

June 1, 1994

Value of a forecast or putting the pieces together

A forecast is the summary of all of the qualitative and quantitative, primary and secondary research on an issue, therapeutic class, or business opportunity. The forecast represents the best judgment of the market research group which combines market...

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Author: Bill Lawson

June 1, 1994

Research contribution to brand positioning

This presentation charts the contribution of research to development of Immac as a brand in the depilatory category and hence one of the more sensitive areas in this segment. We outline the key stages of research used in developing the brand...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Roger Hawa

January 1, 1994