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Research papers

Global branding

The paper considers the issues of global branding and its relationship with local marketing with particular reference to food and drink markets. We also consider whether a global brand really requires a totally global specification. We also argue...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000
Authors: John Baker, Kieran Ryan
Company: KANTAR TNS Malaysia
June 15, 1995
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Citation

Baker and Ryan (1995a, June 15). Global branding. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/global-branding


Research papers

Understanding brand success

The paper treats the problem of “building successful brands” from the perspective of a simple yet comprehensive theory of consumer markets. It is practical, using case study material from projects for Premier Biscuits and other clients, to...

Catalogue: Seminar 1994: Building Successful Brands
Authors: John Baker, Tony Camp, Len J. Marchant
June 15, 1994
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Citation

Baker, Camp and Marchant (1994a, June 15). Understanding brand success. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/understanding-brand-success