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Research papers

Is this tribe local or global?

The debate around globalisation continues. Key commentators warn us that the marketing strategy pendulum has swung too far towards one-size-fits-all versus local relevance. Our own experience as market research practitioners tells us that what sells...

Catalogue: Asia Pacific 2004
Authors: Gordon Pincott, Rimelle Freedman, LiLian Yap, David Chantrey
Company: KANTAR TNS Malaysia
March 28, 2004

Research papers

Positioning of a "green" technology

This paper describes the threats and opportunities in marketing a 'green' propulsion technology for automotive manufacturers in Europe.The paper highlights how research steps helped Toyota identify the needs and opportunities for a significantly...

Catalogue: ESOMAR Conference on Automotive Marketing 2004
Authors: Stephan Thun, Gunther De Jonghe
Company: Basis-Kontakt GmbH
March 1, 2004

Research papers

Brand contribution of car body types in the premium automotive market

This paper presents image research studies in the premium automotive market.It will be shown that the relevance of image dimensions of premium cars varies depending on what customers focus. If they look at premium car brands, there are other image...

Catalogue: ESOMAR Conference on Automotive Marketing 2004
Authors: Alexandra Stein, Ralf Rodepeter
Companies: GfK, BMW Group
March 1, 2004

Research papers

Finding a place in the moving market of information supplies

The paper presents a case study on a survey conducted online among 1,017 French GPs.The authors explain how this survey helped the client define its strategy to conquer its market by gaining a better knowledge of its core target, its real competitors...

Catalogue: Global Healthcare 2004
Authors: Frank Bracq, Van Terradot
February 22, 2004

Research papers

Managing global brands to meet consumer expectations

Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and how to do this. Are global brands merely those...

Catalogue: ESOMAR Global Cross-Industry Forum 2003
Authors: Greet Sterenberg, Earl Taylor, Malcolm Baker
December 3, 2003

Research papers

Silence behind the mirror

These two presenters are probably among those very few who can allow themselves to converse openly about the efficacy of using research and, in particular, qualitative research by clients. The reason is the 12-year-old unbroken partnership of the two...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Marta Hoffmann, Gábor Lajtos
Companies: Unilever, KANTAR TNS Malaysia
November 5, 2003

Research papers

Once upon a time there was a brand

This presentation considers the power and importance of brand and advertising stories in generating a marketplace in which we all want to participate.After all, the marketplace itself is a matrix of stories, a delicate fabric of dreams held together...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Lucia Rolli, Fiona Jack
Company: Green Light International
November 5, 2003

Research papers

360° insight for new brand development

Traditional research rarely fuels the creative brand development process. At its best it evaluates and optimises. At its worst it kills ideas. This presentation describes how fresh sources of insight can help generate the 'big idea' for a new brand...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Author: Ben Wood
Company: KANTAR TNS Malaysia
November 5, 2003

Research papers

Don't cut off the hand that feeds you

This paper shows how the use of consumer based equity measures within a discounted cash flow framework can create a means for both finance and marketing to understand the full benefit of past brand building activities. It also shows how impact of...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Andy Farr
Company: KANTAR TNS Malaysia
September 14, 2003