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Research papers

Brand building

This paper aims to demonstrate that the retailer as a brand is more than just the sum of a number of disparate parts and that it has a role to play in shaping the retailers’ strategy not just impacting upon it. When a retailer has a strong brand...

Catalogue: Seminar 1989: Adding Value To Retail Offerings
Author: Colleen Ryan
June 15, 1989
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Citation

Ryan, C. (1989a, June 15). Brand building. ANA - ESOMAR. Retrieved April 27, 2024, from


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


Research papers

The use of transactional analysis in the development of a new brand's personality

We have attempted to address in an approach to measurement we have called 'Brand Diagnosis'. Our objectives in doing so were to combine the 'divergence' of a qualitative research methodology with a method of analysis which would simulate the...

Catalogue: Seminar 1983: New Product Development
Authors: Max Blackston, Margaret Holmes
Company: Marplan Forschungsgesellschaft mbH
November 2, 1983
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Citation

Blackston and Holmes (1983a, November 02). The use of transactional analysis in the development of a new brand's personality . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-use-of-transactional-analysis-in-the-development-of-a-new-brand-s-personality-


Research papers

Summary: How to triple sales through innovation in a conservative environment

"Passendale" is a remarkably successful case history in the product and brand development area. Not so much due to a unique research programme but more to the external environment in which it was executed and to the results obtained.

Catalogue: Seminar 1983: New Product Development
Author: Wim van Hees
October 2, 1983
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Citation

van Hees, W. (1983a, October 02). Summary: How to triple sales through innovation in a conservative environment . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/summary-how-to-triple-sales-through-innovation-in-a-conservative-environment-