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Research papers

Navigating the Shadows: Managing the Grey Market Challenge

The grey market is a pervasive aspect of e-commerce shopping but is a highly sensitive topic. Brands are reticent to provide the exact details of the size of this problem, impacts on specific products in key markets, as well as their own proprietary...

Catalogue: Asia Pacific 2024
Authors: Joanne Foo, Renee Editha Mendoza
Companies: SKIM, Reckitt Benckiser, Reckitt
November 19, 2024
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Citation

Foo and Mendoza (2024a, November 19). Navigating the Shadows: Managing the Grey Market Challenge . ANA - ESOMAR. Retrieved April 22, 2025, from


https://ana.esomar.org/documents/navigating-the-shadows-managing-the-grey-market-challenge-


Videos

Re-igniting Brand Purpose via Fun with the Father in South India

In the vast and rich culinary landscape of India, which boasts internationally acclaimed dishes like biryani, chicken tikka and dosas, one brand has stood tall since its launch in the 1980s and managed to find a special place in the hearts and...

Catalogue: Asia Pacific 2024
Authors: Shilpa Gupta, Sandeep Dutta
November 19, 2024
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Citation

Gupta and Dutta (2024a, November 19). Re-igniting Brand Purpose via Fun with the Father in South India . ANA - ESOMAR. Retrieved April 22, 2025, from


https://ana.esomar.org/documents/re-igniting-brand-purpose-via-fun-with-the-father-in-south-india--12698


Videos

Navigating the Shadows: Managing the Grey Market Challenge

The grey market is a pervasive aspect of e-commerce shopping but is a highly sensitive topic. Brands are reticent to provide the exact details of the size of this problem, impacts on specific products in key markets, as well as their own proprietary...

Catalogue: Asia Pacific 2024
Authors: Joanne Foo, Renee Editha Mendoza
November 19, 2024
×

Citation

Foo and Mendoza (2024a, November 19). Navigating the Shadows: Managing the Grey Market Challenge . ANA - ESOMAR. Retrieved April 22, 2025, from


https://ana.esomar.org/documents/navigating-the-shadows-managing-the-grey-market-challenge--12714


Research papers

Re-igniting Brand Purpose via Fun with the Father in South India

In the vast and rich culinary landscape of India, which boasts internationally acclaimed dishes like biryani, chicken tikka and dosas, one brand has stood tall since its launch in the 1980s and managed to find a special place in the hearts and...

Catalogue: Asia Pacific 2024
Authors: Shilpa Gupta, Sandeep Dutta
Companies: Kantar, Nestle
November 19, 2024
×

Citation

Gupta and Dutta (2024a, November 19). Re-igniting Brand Purpose via Fun with the Father in South India . ANA - ESOMAR. Retrieved April 22, 2025, from


https://ana.esomar.org/documents/re-igniting-brand-purpose-via-fun-with-the-father-in-south-india-


Videos

Empowering People Within Canada to Engage in Human Rights

The Canadian Museum for Human rights (CMHR) is the world?s first museum dedicated to human rights. As the CMHR celebrates its 10th anniversary, it is partnering with Humanity, a brand transformation agency, to revitalise and refresh their brand. To...

Catalogue: Congress 2024
Authors: Amy Knowles, Ryan Hughes, Riva Harrison
October 1, 2024
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Citation

Knowles, Hughes and Harrison (2024a, October 01). Empowering People Within Canada to Engage in Human Rights. ANA - ESOMAR. Retrieved April 22, 2025, from


https://ana.esomar.org/documents/empowering-people-within-canada-to-engage-in-human-rights-12578


Videos

Nothing to Fear but Fear Itself

Mountain Dew is an iconic brand and one of the best-selling brands of carbonated soft drinks (CSD) in India. The brand is positioned on the concept of "courage" with the tagline Dar Ke Aage Jeet Hai (Beyond Fear Lies Victory), which has grown to...

Catalogue: Congress 2024
Authors: Ramasubramanian Narayanan, Shobha Prasad
October 1, 2024
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Citation

Narayanan and Prasad (2024a, October 01). Nothing to Fear but Fear Itself. ANA - ESOMAR. Retrieved April 22, 2025, from


https://ana.esomar.org/documents/nothing-to-fear-but-fear-itself-12633


Videos

The LATAM Airlines Story

This is the story of harnessing cultural diversity to bring meaning to LATAM Airlines. Many airlines represent a country, but representing the cultural diversity of a region or continent is fraught with challenges. Does Peru or Chile make the best...

Catalogue: Congress 2024
Authors: Fiona Blades, Javier Reyes, Andre DAbreu
October 1, 2024
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Citation

Blades, Reyes and DAbreu (2024a, October 01). The LATAM Airlines Story. ANA - ESOMAR. Retrieved April 22, 2025, from


https://ana.esomar.org/documents/the-latam-airlines-story-12614


Videos

Audio Alchemy

Brands face numerous challenges to break through in today's growing and crowded audio streaming landscape. With this rise in audio consumption, it has become more difficult to produce ads that are captivating, memorable and improve demand. Each...

Catalogue: Congress 2024
Authors: Alyson Sprague, Morgan Evans, Aaron Reid, Cyrus H. McCandless
October 1, 2024
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Citation

Sprague, Evans, Reid and McCandless (2024a, October 01). Audio Alchemy. ANA - ESOMAR. Retrieved April 22, 2025, from


https://ana.esomar.org/documents/audio-alchemy-12554


Videos

Audio Alchemy

Brands face numerous challenges to break through in today's growing and crowded audio streaming landscape. With this rise in audio consumption, it has become more difficult to produce ads that are captivating, memorable and improve demand. Each...

Catalogue: Congress 2024
Authors: Alyson Sprague, Morgan Evans, Aaron Reid, Cyrus H. McCandless
October 1, 2024
×

Citation

Sprague, Evans, Reid and McCandless (2024a, October 01). Audio Alchemy. ANA - ESOMAR. Retrieved April 22, 2025, from


https://ana.esomar.org/documents/audio-alchemy-12618