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Research papers

Advertising for brand maintenance

In this paper, we argue that the dominant brand-building perspective on advertising is much too restrictive and leads to most advertising being seen as ineffective. We maintain that a neglected and under-developed alternative - the brand-maintenance...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Andrew S. C. Ehrenberg, Neil R. Barnard
September 1, 1994
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Citation

Ehrenberg and Barnard (1994a, September 01). Advertising for brand maintenance. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/advertising-for-brand-maintenance


Research papers

Company market research departments

At this time of recession, it is more common to hear of reductions than of expansion in company research departments. It seemed an appropriate time to conduct a quantitative study among major European companies to discover whether this is a general...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Author: Margaret Holmes
September 1, 1994
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Citation

Holmes, M. (1994a, September 01). Company market research departments. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/company-market-research-departments


Research papers

Branding in business-to-business markets

Since the early nineties brand management has become a very topical issue (Leuthesser 1988 Aaker 1991 Kapferer 1993 Dimitriadis 1994). However researchers' attention has been mostly focused on mass consumer brands. Industrial branding is one of the...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Serge Dimitriadis, Jean Bidault
June 15, 1994
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Citation

Dimitriadis and Bidault (1994a, June 15). Branding in business-to-business markets. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/branding-in-business-to-business-markets


Research papers

Brands on market earth

There are a number of trends both within and outside the automotive industry which suggest that the current rather monolithic brand structure of the car industry' may soon change dramatically. Modern management techniques encourage structural...

Catalogue: International Automotive Marketing Conference 1994
Author: Ian E. Wood
June 15, 1994
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Citation

Wood, I. E. (1994a, June 15). Brands on market earth. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/brands-on-market-earth


Research papers

Your best customers are not those you have today

It will be argued that the problems, with customers, stem from change the pace of change is accelerating and it cannot be slowed down It is happening within our existing customers. Technology is playing but a part in this process. New Industries are...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Author: Philip Angle
June 15, 1994
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Citation

Angle, P. (1994a, June 15). Your best customers are not those you have today. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/your-best-customers-are-not-those-you-have-today


Research papers

Stealing brand equity' measuring perceptual confusion between national brands and copycat own-label products

In all countries, distributors' brands have been facing the same problem : how to change consumers' perceptions, without advertising, from inferior imitations of national brands to quality alternatives. To do so the packaging is the main media : one...

Catalogue: Seminar 1994: Building Successful Brands
Author: Jean-Nöel Kapferer
June 15, 1994
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Citation

Kapferer, J. (1994a, June 15). Stealing brand equity' measuring perceptual confusion between national brands and copycat own-label products. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/stealing-brand-equity-measuring-perceptual-confusion-between-national-brands-and-copycat-own-label-products


Research papers

Mystery shopping it volume products making the channel accountable

The paper will introduce some of the major marketing issues facing vendors of IT hardware and software. An increasingly competitive market environment is forcing such companies to consider the following key questions: What is the best mix of channels...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Authors: Jeffrey Peel, Alex Johnston
June 15, 1994
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Citation

Peel and Johnston (1994a, June 15). Mystery shopping it volume products making the channel accountable. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/mystery-shopping-it-volume-products-making-the-channel-accountable


Research papers

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
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Citation

Yentis and Bond (1994a, June 15). Andrex comes out of the closet. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/andrex-comes-out-of-the-closet


Research papers

End consumption of cement and ready mixed concrete

Cement is the base material for concrete. Ready mixed concrete is a rather homogeneous product which nevertheless has many uses. There is little reliable information available on the quantitative consumption of the products of the ready mixed...

Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Authors: Wim Kramer, Will J. A. Nelissen
June 15, 1994
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Citation

Kramer and Nelissen (1994a, June 15). End consumption of cement and ready mixed concrete. ANA - ESOMAR. Retrieved May 17, 2024, from


https://ana.esomar.org/documents/end-consumption-of-cement-and-ready-mixed-concrete