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Research papers

Managing a portfolio of brands

The content and intent of this paper are to propose and expose a structural model designed to help marketers and managers to clarify the logic lying behind a portfolio of brands to fully understand the corporate and marketing implications of brand...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: Jean-Paul Petitimbert
June 15, 1998

Research papers

Consumer panels

This paper describes how switching data obtained from consumer panels can be used to understand differences in market dynamics across markets and the implication of this on brand strategy. It also attempts to identify the reason that leads to the...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: Arup Bose
June 15, 1998

Research papers

Rural socio-economic classification

This paper is intended to provide a much needed social grading for rural India. The problems in defining a rural socio-economic classification in India are presented and the previous efforts in this direction are discussed. The drawbacks of these...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Authors: Bikramjit Chaudhuri, Sophie Josep, Ravindra Godase
June 15, 1998

Research papers

Why are some local brands more successful than any other brand?

Branding is an inevitable reality of marketing personnel and increasingly more brands are created to be viable in an international context. When crossing borders a question remains: whether to promote international image or to act local. The current...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Authors: Aivar Voog, Ulle Parnoja
Company: KANTAR TNS Malaysia
June 15, 1998

Research papers

Re-establishing the bond of brands and advertising with consumers

Spanish consumers and manufacturers are showing signs of a mismatch regarding needs and expectations from brands and advertising. During the spring of 1971 Inner Research conducted research applying a qualitative methodology to the brand issue....

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Authors: Adolfo Estrella Cabrera, Enrique Domingo de Bias
June 15, 1998

Research papers

Local brands, global brands

Recently there has been a great deal of discussion concerning the opposition between local brands associated with specific cultures and global brands destroyers of differences coming to dominate the world. This paper wishes to demonstrate that...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: Catherine Becker
Company: SORGEM IMR
June 15, 1998

Research papers

Budgeting for brand outcomes

This paper summarizes the development of a new method of developing building and maintaining brands starting first with a brief description of how brand managers have typically operated in terms of brand budgeting and allocation why those...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: Don E. Schultz
June 15, 1998

Research papers

Managing brand health through the marriage of attitudes and behaviour

This paper describes the work used to develop and validate the BrandBuilder loyalty model. Evidence of the usefulness and validity of three measures of loyalty will be presented: -1 behaviourally-based measures of loyalty to the brand; -2...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Authors: Allan Baldinger, Charles llsley
June 15, 1998

Research papers

The stochastic conditional hierarchy of brand values

This paper proposes a hierarchy of brand values which must be met in order for a brand to be properly positioned in a meaningful long-term and a strategically-competitive manner. These brand values include generic properties functional attributes ...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: Martin C. van Herk
June 15, 1998