Resources Library by ANA

The renaissance of Chateau Lagrange

This paper describes how Suntory restored the international reputation and brand value of the French wine estate Chateau Lagrange by completely restructuring the estate. It emphasises the importance of establishing good relationships with local...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Seiichi Nagata

June 15, 1997

Imagery

This paper describes the adaptation of a new psychological approach which concerns the process of the creation, processing and storage of inner (mental) pictures in the field of market/media research.

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Simone Brecht, Michael Hallemann

September 1, 1997

Synchronise/destablise

Using a case study approach, the paper reviews characteristics of the client-provider relationship that can foster synchronization or destabilization. Organizational support of market research as an objective research enterprise, as well as other...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Herman J. Milligan Jr., Ashref Hashim

September 14, 2003

A seat at the table

Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing activities in order to secure and build value. The...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research

Authors: Rachel Katz, Jeffrey Ewald, Chris Keeling, Howard R. Moskowitz, Laurent Florès, Matthias Silcher

Company: Moskowitz Jacobs Inc.

September 14, 2003

Back to the future

The paper discusses the issues involved in creating and managing brands internationally. The growth of strong brands in their home market has historically been a long-term process which requires not only consistent, creative management, but also a...

Catalogue: Seminar 1990: Countdown to 1992

Author: Jon Wilkinson

June 15, 1990

Corporate image research reviewed

Corporate image research, receiving increasing attention as companies see the need to assess the value of a good corporate reputation, is defined and put into perspective in the context of various "images" that inter-relate, including the product...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation

Author: Robert M. Worcester

June 15, 1971

'Power of laughter'

This presentation will demonstrate inspiration in the following ways:-inspiring innovation in the measurement of actual audience reaction to content-new insights to inspire and inform the creation of visual content and the scheduling of advertising...

Catalogue: Congress 2014: What Inspires?

Authors: Christian Kurz, Jo McIlvenna, James Guerrier, Julia Lamaison

Company: GfK

June 15, 2014

Marketing and Research Today (May 1993)

The concept of the brand is central to marketing and research and muchresearch work is concerned with understanding brands and their value. However, experience shows that the concept of a brand varies between different cultures and changes over time....

Catalogue: Marketing and Research Today

Author: ESOMAR B.V.

May 1, 1993

Brands across boundaries

The paper argues for a new research approach to provide more relevant and actionable information about consumer-brand relationships for those concerned with marketing brands on an international scale in the 1990's, It describes a contemporary vision...

Catalogue: Seminar 1990: Countdown to 1992

Authors: Carol Coutts, Richard Auton

June 15, 1990