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Research papers

Don't cut off the hand that feeds you

This paper shows how the use of consumer based equity measures within a discounted cash flow framework can create a means for both finance and marketing to understand the full benefit of past brand building activities. It also shows how impact of...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Andy Farr
Company: KANTAR TNS Malaysia
September 14, 2003
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Citation

Farr, A. (2003a, September 14). Don't cut off the hand that feeds you. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/don-t-cut-off-the-hand-that-feeds-you


Research papers

Managing profitable brands in Asia

This paper reviews evidence from brand equity research and case study analysis to demonstrate that the basics of brand building in Asia are no different to the rest of the world. However the paper also highlights the fact that some of the brand...

Catalogue: Asia Pacific 2002
Authors: Andy Farr, Nichola Rastrick
Company: KANTAR TNS Malaysia
December 1, 2002
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Citation

Farr and Rastrick (2002a, December 01). Managing profitable brands in Asia. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/managing-profitable-brands-in-asia


Research papers

Understanding, measuring and using brand equity

This paper reports on the results of a development program aimed at using survey research data to place a financially related value on the consumer based equity of brand images and associations. We will document the empirically derived theories...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Paul Dyson, Andy Farr, Nigel Hollis
Company: KANTAR TNS Malaysia
June 15, 1996
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Citation

Dyson, Farr and Hollis (1996a, June 15). Understanding, measuring and using brand equity. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/understanding-measuring-and-using-brand-equity