Resources Library by ANA

Aspiration and value

The paper describes the birth of a new research methodology developed by Reperes with their client Moet Hennessy.It follows the development of an original research approach for measuring the equity of a brand and that helps marketers steer its future...

Catalogue: Congress 2006: Foresight

Authors: Catherine Genter, Anne Quénelle, Marie Juan-Lallier, François Abiven, Sandrine McClure

Company: Reperes

September 17, 2006

The new generation of brand research

This presentation addresses two critical issues that are central to the successful measurement of brands and brand equity. First, a new framework for measuring brand equity is presented, combining Mind Power (the strength of the brand in the consumer...

Catalogue: Asia Pacific 2006

Authors: Rosie Hawkins, Shobha Subramanian

Company: KANTAR TNS Malaysia

March 19, 2006

Brand activation

This paper analyses a new and recently strong Marketing trend: Brand Activation.Brand Activation refers to those marketing activities that have developed strongly over the last few years, which fulfil a double task: the traditional one of building...

Catalogue: Latin America 2005

Authors: Viviana Barcesat, Vanina Gruart

Companies: KANTAR TNS Malaysia, Unilever

October 23, 2005

Should you take me out to the ballgame?

This paper describes an innovative approach demonstrating the effectiveness and utility of an internationally validated tool that allows marketers to pre-qualify sponsorships - before they make their spending decisions. Via assessments that are...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Robert Passikoff, Allen Gerber

Company: Brand Keys, Inc.

June 21, 2005

Consumers and their brands

This paper examines the nature of the relationship between consumers and brands of cosmetics products, and the role that brand equity and key consumers' needs play in such a relationship.The analysis is done in two very different but equally...

Catalogue: Asia Pacific 2005

Authors: Javier Calvar, Goutam Mitra

March 13, 2005

Toys, totems and telegraph poles

The mobile telecoms marketplace is relatively new, very large and considered of major importance to economies across the world. However, marketing and sensitive research have not yet been embraced by mobile handset manufacturers, who continue to seek...

Catalogue: ESOMAR Telecommunications Marketing Conference 2004

Author: Neil McPhee

November 7, 2004

Deconstructing brand equity

In a marketplace offering diverse choices, IBM sees its brand(s) as a way to deliver value to clients.To understand what creates an optimal brand experience, IBM asked business decision makers in six markets to think in unconventional ways about the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business

Authors: J. Christian Gammill, Robert Harlow, Robert B. Love Jr.

September 19, 2004

The Kabuki dilemma

Contemporary brand building is no longer a one-way street where organizations vie for consumers' trust and action, but a dynamic, interactive process of conversation between brands, consumers and other stakeholders.Branding such knowledge assets...

Catalogue: Asia Pacific 2004

Authors: Shigeo Okazaki, Sean Corcoran, Shashank Tripathi

Company: Dentsu Macromill Insight

March 28, 2004

Are you being seen?

If the mantra is 'Unseen is Unsold' then the question must be 'Am I being seen?' The environment in which brands and advertising compete for the attention of consumers is more cluttered than ever before: Markets have fragmented as the number of...

Catalogue: Asia Pacific 2004

Author: Vanessa Oshima

March 28, 2004