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Research papers

Every day low price

Everyday Low Price (EDLP), along with Category Management, Consumer Loyalty and Efficient Consumer Response (ECR) have become the jargon words for Marketing in the mid 1990’s. Everyday Low Price, an American import, was originally devised as a...

Catalogue: Seminar 1996: The Big Brand Challenge
Author: Judith Passingham
Company: KANTAR TNS Malaysia
June 15, 1996

Research papers

The search for focus brand values across Europe

This paper describes how Land Rover has focused on the development and application of the values of the Land Rover Brand. It highlights the need to be focused and driven by the customer, which requires the need for regular, timely and actionable...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Nick Bull, Martin Oxley
June 15, 1996

Research papers

Mind mapping

This essay takes up the question: "How is brand represented in the consciousness of the consumer? And on the basis of this starting point, how can the different expressions or manifestations of brand be explained?" This exploration is based upon the...

Catalogue: Seminar 1996: The Big Brand Challenge
Author: Rudolf Sommer
Company: RSG Marketing Research
June 15, 1996

Research papers

Consumers' preference for retailer's brands

In this paper we analyse which marketing-mix variables are key to sustain leading manufacturer's brands competitiveness versus retailer's brands. In order to address this issue we conducted an experiment with 454 actual consumers of the low...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Catherine Lewi, Jean-Nöel Kapferer
June 15, 1996

Research papers

Developing a local soft drink brand

Please allow us to interrupt the stable course this ESOMAR seminar has taken so far. We have not set ourselves the task of presenting you with the most advanced technologies in marketing research, neither do we intend to stun you with sophisticated...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Tomas Tereba, Tomas Krasny
June 15, 1996

Research papers

Brand equity

Several tools and approaches have recently been proposed to evaluate Brand Equity. We do not have a magic number for this measurement, and we believe it is even nonsense trying to identify such a number. On the other hand, we strongly believe that...

Catalogue: Seminar 1996: The Big Brand Challenge
Author: Jaime Troiano
June 15, 1996

Research papers

Justifying our advertising budgets

Two views of paid-for advertising are compared. One is commonly held but unachievable. The other is more realistic. The main aim of advertising is commonly thought to be growth, but this seldom occurs. The more realistic goal is brand maintenance in...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Andrew S. C. Ehrenberg, Neil R. Barnard, John Scriven
June 15, 1996

Research papers

The Libresse/Nana case 1990-1993

This paper describes the strategic marketing issues facing SCA- Molnlycke's feminine hygiene business in Europe during the first years of the 1990s, a period which meant dramatic changes to the category. The aim was to create one strong Eurobrand, a...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Ola Gejervall, Mats Persson
June 15, 1996

Research papers

Golden mean

This paper postulates that the conflict between the finance and consumer measures in an organisation can be overcome by keeping in mind the overall goals of the organisation. This goal is defined to be - Maximising Shareholder Value. The paper...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Kalika Tripathi, Sughosh Moharikar
June 15, 1996