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Research papers

Beauty and the beast

This paper is as much the result of a recent study as the result of experience working with the women’s market in Brazil and considers in-depth the connection between consumers and brands. What we are trying to achieve with this study is to...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Cecília Russo, Jaime Troiano
June 15, 1999
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Citation

Russo and Troiano (1999a, June 15). Beauty and the beast . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/beauty-and-the-beast-


Research papers

Evaluating the value of global brands in Latin America

This paper presents an analysis of brand value with a focus on global brands present in Latin American countries and is based on the hypothesis that for the vast majority of product and service categories brand value might be defined as a regional...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Paulo Carramenha, Luis Alfredo Lagos Dougnac, Nelsom Marangoni
June 15, 1999
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Citation

Carramenha, Dougnac and Marangoni (1999a, June 15). Evaluating the value of global brands in Latin America. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/evaluating-the-value-of-global-brands-in-latin-america


Research papers

The sales drive of radio campaigns

The question of the sales performance achieved through radio campaigns - not so much in tactical as in strategic terms - was foremost in the author’s mind in developing an econometric model of turnover activities. The model developed was...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage
Author: Lars Gibbe
June 15, 1999
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Citation

Gibbe, L. (1999a, June 15). The sales drive of radio campaigns. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-sales-drive-of-radio-campaigns


Research papers

Evaluating the value of global brands in Latin America (Spanish)

This paper presents an analysis of brand value with a focus on global brands present in Latin American countries and is based on the hypothesis that for the vast majority of product and service categories brand value might be defined as a regional...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Nelsom Marangoni, Paulo Carramenha, Luis Alfredo Lagos Dougnac
June 15, 1999
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Citation

Marangoni, Carramenha and Dougnac (1999a, June 15). Evaluating the value of global brands in Latin America (Spanish). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/evaluating-the-value-of-global-brands-in-latin-america-spanish-


Research papers

Beauty and the beast (Spanish)

This paper is as much the result of a recent study as the result of experience working with the women’s market in Brazil and considers in-depth the connection between consumers and brands. What we are trying to achieve with this study is to...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Cecília Russo, Jaime Troiano
June 15, 1999
×

Citation

Russo and Troiano (1999a, June 15). Beauty and the beast (Spanish). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/beauty-and-the-beast-spanish-


Research papers

Why modernist media solutions are failing in a post-modern world

This paper demonstrates that harmonisation is no longer valid given the fragmentation and subsequent reconstruction of conventional media around a new media hub, the Internet. It argues that harmonisation is a modernist concept fumbling around in a...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Richard S. Wilson
October 20, 1998
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Citation

Wilson, R. S. (1998a, October 20). Why modernist media solutions are failing in a post-modern world . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/why-modernist-media-solutions-are-failing-in-a-post-modern-world-


Research papers

Brand research

This story begins to indicate how brands work, and why the brand has become such a central concept in marketing. The brand name, or mark, is at its simplest a badge of origin. In most societies this identification is protected by trademark law. The...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Paul Feldwick
September 1, 1998
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Citation

Feldwick, P. (1998a, September 01). Brand research. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/brand-research


Research papers

Re-establishing the bond of brands and advertising with consumers

Spanish consumers and manufacturers are showing signs of a mismatch regarding needs and expectations from brands and advertising. During the spring of 1971 Inner Research conducted research applying a qualitative methodology to the brand issue....

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Authors: Adolfo Estrella Cabrera, Enrique Domingo de Bias
June 15, 1998
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Citation

Cabrera and de Bias (1998a, June 15). Re-establishing the bond of brands and advertising with consumers. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/re-establishing-the-bond-of-brands-and-advertising-with-consumers


Research papers

Product quality

The case presented here is that of Glenfiddich, a single malt scotch whisky. The production of Glenfiddich dates back to 1887. The brand has been introduced to number of markets outside its home market - Scotland - in the last thirty years. Four of...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Authors: Miriam Comber, Sally Gordon
June 15, 1998
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Citation

Comber and Gordon (1998a, June 15). Product quality . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/product-quality-