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Research papers

Essence of international brand values

The general proposition is that successful international brand marketing depends upon a full understanding of the 'Essence' of the brand, and of the 'Essence' of local cultures. In some instances the Essence of the Culture is more important. In other...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Authors: Terry Hanby, Peter Cooper
Company: QRi Consulting Ltd.
June 15, 1990
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Citation

Hanby and Cooper (1990a, June 15). Essence of international brand values. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/essence-of-international-brand-values


Research papers

Global attack

Johnnie Walker is the world's largest scotch brand and has enjoyed historicially a dominant position in many markets. However, in recent years the brand has come under some strong competition in many of its leading markets. As a consequence of this...

Catalogue: ESOMAR Congress 1989
Authors: Terry Hanby, Carol Coutt, Margaret Holmes
September 1, 1989
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Citation

Hanby, Coutt and Holmes (1989a, September 01). Global attack. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/global-attack