Resources Library by ANA

A definition of brand equity relying on attitudes and validated by behaviour

The measurement of the "Brand Equity" is more and more requested by Manufacturers: how to evaluate at a fair price the "value" of a Brand? The present paper intends to focus on the consumer side only, the main idea being that the "value" of a Brand...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: Alain Pioche

Company: Nielsen

June 15, 1992

If only life was so simple!

This paper discusses the complex issue of price sensitivity analysis. The authors argue that the most effective method, currently available, of evaluating optimum pricing for established brands is conjoint analysis or trade off. The paper brings...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Authors: Stephen Factor, Gilles Hustaix

Company: Burke, Inc.

June 15, 1991

Back to the future

The paper discusses the issues involved in creating and managing brands internationally. The growth of strong brands in their home market has historically been a long-term process which requires not only consistent, creative management, but also a...

Catalogue: Seminar 1990: Countdown to 1992

Author: Jon Wilkinson

June 15, 1990