Resources Library by ANA

How to integrate qualitative market research into a global communication programme?

It's our intention to outline in this paper some thoughts on the role research can, and should take in the development of a succesful brand strategy. In particular, we wish to expand on the central theme of the seminar, the primary objective is to...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications

Authors: Michael de Decker, Antonio Valente

Company: Bayer AG

June 15, 1993

Fragrance names

I have started this study about the past of Fragrances Names with the idea that what I was going to learn would help me in the whole process of brandnames creation. The importance of the Name lies in the fact that it is, among all the elements of the...

Catalogue: Seminar 1993: Consumer Research In Fragrance Business

Author: Pierre Bessis

June 15, 1993

Car dealer survival strategies

Car dealers depend on three main sources of income: the sale of new cars, used cars and of service and parts. They face major challenges in all three, possibly to an extent that threatens the very structure of the industry. In this paper, we review...

Catalogue: ESOMAR International Automotive Marketing Conference 1992

Author: Jonathan Brown

June 15, 1992

Brand development and brand equity

Most food and drink companies competing in the European markets of the 1990's see a challenge to exploit efficiently existing brand equities as well as to maximise the chances of success for new brands. The Quaker Oats company is present in Europe in...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Authors: Sandra Pickering, Jacques Blanchard

June 15, 1992

Dealers

At the and of 1990 FASA RENAULT requested a project from us on environmental beautification and animation of an area in a dealer’s showroom specialized in the youth segment responding to the following objectives: -Increase the penetration in the...

Catalogue: ESOMAR International Automotive Marketing Conference 1992

Author: Alberto Hernandez Agramonte

June 15, 1992

Brand evaluation

The paper is divided into 3 parts. The first part asserts that value creation for both the consumer and the share holder is the overriding objective of commercial organisations and that brand value is a critical bench mark in measuring a company's...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Authors: Howard Barrett, Nick P. Bertolotti

June 15, 1992

Responding to market change by new brand development

In this paper I intend to focus upon the growing significance of new product development and brand strategy within the GCC markets - and indeed, the Middle East as a whole. In order to do so, I will examine first the growth of NPD in Western Europe...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East

Author: David M. Craton

June 15, 1992

Developing brand strategies across borders

Two of the many themes that have dominated ESOMAR's thinking in recent years provide the text of this paper. The first is the necessity of absorbing the lessons of marketing and developing research products and brands to add value to the analysis and...

Catalogue: Conference 1991: International Marketing Research

Author: Judie Lannon

June 15, 1991

Conformism and transformism

Within the framework of a changing world, marketing products like quick frozen foods and ice cream are continuously confronted with improvements in the form of innovation and renovation. The possible changes concern naturally not only the intrinsic...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's

Author: Clement Forges

September 1, 1990