Resources Library by ANA

The battle for Europe

The paper discusses the role played by nationality in branding. Increasingly, European markets are a battleground for local brands, other European brands, and brands from the USA, Japan, and other countries. It is shown that consumers have strong...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Jon Wilkinson

September 1, 1992

Semiology of youth fashion communication (France market 1992)

The logic of youth fashion is based on the rejection of Fashion itself. Whether for Benetton, Kookdi, Autour du morule, Chevignon or Naf-Naf... those brands have built themselves, unlike Chanel, St Laurent or Lacroix, a mold-breaking personality...

Catalogue: Seminar 1992: Children And Young People- Are They The New Consumers?

Authors: Pierre Alexandre d'Huy, Olivier Zahm

June 15, 1992

Results and perspectives in image-measurement and interpretation

The so called Image and the relevance for buying behaviour imputed to it gains importance for planning of marketing communications - talking about brand- and corprorate images. This inclination is confronted by a lack of theoretical and conceptional...

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

Author: Stephan Götze

June 15, 1992

Marketing product quality with country labels- The key to success or a risky adventure

This paper describes the results of a study about the "Made in ..." phenomenon, conducted in Japan, the United States, France, Germany, Italy and the UK. The first section summarizes the position of country labels in times of increasing international...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Rudolf Leibiger

Company: GfK

June 15, 1992

Smartie

In an ever changing world it is necessary to apply market research techniques that help keep pace with this changing environment. This paper introduces a technique, SMARTIE, not just for measuring current company image, but for identifying those...

Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond

Authors: Mary Short, Tricia Henry

June 15, 1991

Successes of Western products in the Japanese market

The prevailing belief is that Japan’s markets are protected from the entry of foreign competition by a host of complex barriers. These range from conventional trade barriers such as tariffs and quotas on the import of certain items and complex...

Catalogue: Conference 1991: International Marketing Research

Author: Susan P. Douglas

June 15, 1991

The international approach of Laura Ashley

The major objective of this paper is to provide an indication as to the manner in which an internationally successful brand retailer views its approach to the expansion of its image and trading base in the international market place. The Laura Ashley...

Catalogue: Seminar 1989: Adding Value To Retail Offerings

Author: Mark L. Bunce

June 15, 1989

How to make the most of your brand

This example shows well that this way of reasoning and its pertaining techniques made it possible to find a competitive locating which helped to endow red AMBASSADEUR with a strong personality and to use at the same time all the potentialities of the...

Catalogue: ESOMAR Monograph Series Vol.2: Qualitative Research- The 'New', The 'Old' And A Question Mark

Author: Richard Lancestre

December 1, 1987

The stimulation of the right side of the brain in market and brand image research

This text is based on the double brain theory and its importance in the research about brand image. After having developed the role of the image in marketing and communication, several techniques are revealed. The accent is put on the exploitation of...

Catalogue: ESOMAR Congress 1987

Author: Hubert Jaoui

September 1, 1987