Resources Library by ANA

Branding in business-to-business markets

Since the early nineties brand management has become a very topical issue (Leuthesser 1988 Aaker 1991 Kapferer 1993 Dimitriadis 1994). However researchers' attention has been mostly focused on mass consumer brands. Industrial branding is one of the...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Serge Dimitriadis, Jean Bidault

June 15, 1994

Strategic and structural implications in managing European brand development

This paper deals with three linked topics and their accompanying hypotheses:1. Strategic Implications for Branded Companies in the Single Market:-Corporate strategy will replace an add-up of brand objectives-Market segmentation will increase...

Catalogue: Seminar 1994: Building Successful Brands

Author: William Ramsay

June 15, 1994

The map is not the territory

On April 2,1993, "Marlboro Friday" made the marketing world suddenly sit up and realize: BRANDS WERE DYING. What had gone wrong? This paper suggests an answer. The soldiers of the marketing wars, using marketing research as crutches, have splintered...

Catalogue: Seminar 1994: Building Successful Brands

Author: Philippe Boutié

June 15, 1994

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

Team based brand building

This paper considers the extent to which members of the brand's team have similar perceptions about the emphasis being placed on different components of their brand. It opens by considering the way that brand management is shifting from the domain of...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Leslie de Chernatony, Roger Took

June 15, 1994

Using the eyes of the consumer to build successful, globalized brand management strategies

Today, most Brand Management teams are being asked to become productive with smaller budgets and fewer human and material resources; to move faster, know more and make fewer mistakes; and, be more profitable in the bargain. Couple this with the...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Charles Ilsley, Roger J. Posten

June 15, 1994

Dynamic segmentation

The paper looks at traditional ways of segmenting consumers and suggests that, with increasingly complex markets and with changing patterns of consumer behaviour, they are inadequate. A new approach to segmentation 'modal' or 'dynamic' segmentation...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Brian Hooper, Hans-Erik Anderssen, Peter Sampson

Company: Burke, Inc.

June 15, 1994

Stealing brand equity' measuring perceptual confusion between national brands and copycat own-label products

In all countries, distributors' brands have been facing the same problem : how to change consumers' perceptions, without advertising, from inferior imitations of national brands to quality alternatives. To do so the packaging is the main media : one...

Catalogue: Seminar 1994: Building Successful Brands

Author: Jean-Nöel Kapferer

June 15, 1994

How to increase the chance for success in new products

This case study describes the successful Pan-European launch of "Biscuits Maison de Delacre", using the same brand positioning, the same biscuits, the same packaging, the same pricing and the same advertising. From our experiences in managing this...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Loet Magnin, Andrew Doyle

June 15, 1994