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Research papers

Triple E brand model

Many companies measure brand health from awareness, image and loyalty. These three variables are measured over time, but they do not really help manage brand growth and its contribution to business. We have created the Triple E model, which solves...

Catalogue: Latin America 2016: Research Renovation
Authors: Macarena Estévez, Ana Carreras
April 13, 2016
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Citation

Estévez and Carreras (2016a, April 13). Triple E brand model. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/triple-e-brand-model


Research papers

Can advertising help to maintain dynamic market equilibrium?

This paper utilises the FMCG category in a mature market with sustained equilibrium and a considerable number of well-established products to assess two assumptions: the stability of the system through time, without launch of new products nor...

Catalogue: Latin America 2005
Author: Macarena Estévez
Company: MindShare
October 23, 2005
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Citation

Estévez, M. (2005a, October 23). Can advertising help to maintain dynamic market equilibrium?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/can-advertising-help-to-maintain-dynamic-market-equilibrium-


Research papers

See your target audiences in 3D

The public objective analysis cannot be independent of the relationship that exists between the brand and the consumers of the category. To manage our communication strategy properly it is necessary to keep in mind three key dimensions analysed in...

Catalogue: Latin America 2003
Author: Macarena Estévez
Company: MindShare
May 4, 2003
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Citation

Estévez, M. (2003a, May 04). See your target audiences in 3D . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/see-your-target-audiences-in-3d-