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Videos

Building a standards-of-living system for marketers

Standards-of-living (SOL) classifications are a key building block to marketing strategies. They inform every step in the brand-building framework.Historically marketers used socioeconomic variables to define these segments. However, this approach...

Catalogue: MENAP Forum 2015: Leading Transformation
Authors: Driss Farissi, Othman El Ouazzani
Company: KANTAR TNS Malaysia
June 15, 2015
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Citation

Farissi and El Ouazzani (2015a, June 15). Building a standards-of-living system for marketers. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/building-a-standards-of-living-system-for-marketers


Research papers

Brands, be yourself!

This paper demonstrates that branding matters. While this seems to state the obvious, in the context of low involvement categories that are retailer brands strongholds this might be quite provocative.In some low involvement categories, retailer...

Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Driss Farissi
Company: Procter & Gamble
April 19, 2005
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Citation

Farissi, D. (2005a, April 19). Brands, be yourself!. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/brands-be-yourself-