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Research papers

Strong brand personality and multi-country appeal

Strong brand personalities seem to need deep roots into local culture, whereas multi-cultural ambitions rule out names with only specific geographically limited meanings. As names are expected today to concentrate much of the projected positioning,...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Author: Olwen H. Wolfe
June 15, 1988
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Citation

Wolfe, O. H. (1988a, June 15). Strong brand personality and multi-country appeal. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/strong-brand-personality-and-multi-country-appeal


Research papers

Marketing and research in the Arab World

This paper aim at illustrating the challenges felt by blue chip FMCG companies in formulating their marketing mix strategies in today's Arab markets, giving examples of the question marks facing its products, pricing and promotional policies. The...

Catalogue: Seminar 1987: Research In Arab Countries
Authors: Bob Williams, Mansour Elganady
June 15, 1987
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Citation

Williams and Elganady (1987a, June 15). Marketing and research in the Arab World. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/marketing-and-research-in-the-arab-world