Resources Library by ANA

Problems connected with studying brand attitudes and brand images in a newly established market (Poland)

The importance of the role and functions of brands in "old" well established markets is widely recognized. Concepts such as brand images, brand personality, or brand profiles have been successfully applied by Western market researchers, in order to...

Catalogue: CEE Conference 1995: Towards A Market Economy

Author: Barbara Fratczak-Rudnicka

April 1, 1995

Consumer patriotism in Central and Eastern Europe

We have focused our attention in this study on the situation with daily commodities. Food, beverages and chemical products are bought most frequently, hence it is well possible to examine consumer preferences with regard to international versus local...

Catalogue: CEE Conference 1995: Towards A Market Economy

Author: Peter Damisch

Company: GfK

April 1, 1995

Branding in Central and Eastern Europe

In this paper we describe the findings of major global study as they apply to Central and Eastern Europe. It is divided into two parts. In the first part we describe some of the technical issues involved in conducting so large a study in this region....

Catalogue: CEE Conference 1995: Towards A Market Economy

Author: Jim Williams

April 1, 1995

The map is not the territory

On April 2,1993, "Marlboro Friday" made the marketing world suddenly sit up and realize: BRANDS WERE DYING. What had gone wrong? This paper suggests an answer. The soldiers of the marketing wars, using marketing research as crutches, have splintered...

Catalogue: Seminar 1994: Building Successful Brands

Author: Philippe Boutié

June 15, 1994

Brand transfer

In 1989 Whirlpool bought Philips's major domestic appliance division and embarked on a transfer of the Philips brand name to Whirlpool in Europe. Research was central to this process. The existing and desired positionings of the brands were...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Ian D. Greig, Ray Poynter

June 15, 1994

Measuring up to your own standards

BMW (GB) Limited has been conducting Customer Satisfaction studies among new car buyers in Great Britain for about eight years. The prime objective of these studies has been to assess the strengths and weaknesses of both the product and the service...

Catalogue: International Automotive Marketing Conference 1994

Author: Nigel Topping

Companies: BMW Group, KANTAR TNS Malaysia

June 15, 1994

Andrex comes out of the closet

This paper deals with brand extensions. It looks at one of the largest brands in the UK and how it has been extended in four separate ways. It looks at the rationale for each extension and the problems that each one faced. Using the research...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Adrienne Yentis, Julian R. Bond

June 15, 1994

Research tools for business strategies

The paper highlights the commitment of General Motors to marketing research, not for the sake of doing research but as a tool for making decisions and taking actions on the marketing scene. It shows how research has paid off for General Motors and...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Authors: Roy Rutherford, Peter Wise, Joseph Khoury

January 1, 1994

In TQ, the process can be as important as the results

This paper describes how Unilever's Personal Products Companies in Europe used a Customer Satisfaction Survey to improve their relationship with their customers in the retail trade. It does not present a revolutionary approach to the methodology of...

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future

Authors: Deborah Petty, Ian Hewitt

September 1, 1993