Resources Library by ANA

Big families

The past century was marked by the birth of nearly every brand we know and consume today. In the 21st century, on the other hand, brands will multiply their portfolio into different products and services. It is going to be the era of brand...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Jaime Troiano, Cecília Russo

October 24, 2004

Being American

Studies from respected sources such as the Pew Global Attitude project have shown marked declines in positive attitude towards the United States. These negative attitudes, however, are directed more towards the government of George Bush than at the...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Nic Hall, Silvia Aquino

October 24, 2004

Understanding consumer behaviour

Years of experience with market research led to some key questions, especially those related to information delivery, that could be used in a tactical as well as in a strategic way.The second challenge was to define information and customer needs in...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Luiz Fernando Goes, Sonia Bittar

October 24, 2004

Latin American trends: Local societies, local consumption and global brands

The paper suggests the key is building a common internal vision within the company: understanding and processing the regional marketplaces through intense interaction between research and strategic planning at the company's top management levels.The...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent

Authors: Esteban Socorro, Fernando Moiguer

Companies: The Coca-Cola Company , Compañia de Negocios Moiguer

October 24, 2004

360° brand

This paper is a case study about the brand development of the mobile operator MobiMak from the emerging country of Macedonia.

Catalogue: ESOMAR Conference on Marketing 2004

Author: Elena Gligorovska

October 10, 2004

How does a virtual brand community emerge?

This paper focuses on the analysis of the emergence process of online brand communities. It proposes a definition of the concept of brand community that solves some of the problems encountered with main earlier definitions.Based on a netnographic...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Abdelmajid Amine, Lionel Sitz

October 10, 2004

Building strong, better brands - Looking beyond the obvious!

The paper will establish the need and illustrate the advantages of an integrated brand architecture framework combining the advantages of linking overt benefits and underlying human needs/motivations to brand choice into one holistic simple...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Sunando Das

October 10, 2004

Has the price change impacted consumer loyalty?

This paper describes the consumer behaviour in the cola market. The consumer's reaction to price changes was the goal of the research study.Based on eight hypothetical buying situations represented by offering the same brands of cola drinks at...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Vojtech Spacil

October 10, 2004

Brand personality research goes online

Brand personality, initially explored by J. Plummer (1985) and later studied by J. Aaker (1997), is an idea that brands have 'personalities' or a set of human characteristics associated or linked with a brand in many people's minds.It reflects how...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Joseph Plummer, Ping-yi Lee

October 10, 2004