Resources Library by ANA

Fuelling Philips' innovation engine

Philips has a long-established history of introducing innovative products in the consumer electronics space: from the cassette tape to the compact disc, which it co-introduced with Sony. Sustaining innovation on this scale is challenging, and...

Catalogue: Congress 2008: Frontiers

Authors: Andrew Lynch, Ria Dierikx

Companies: Philips International, Communispace Corporation

September 26, 2008

From mythmaker to gardener

We conceived a study in which we explored what makes people act, at the most fundamental level and, further, what makes people act on behalf of brands. In this paper, we'll explain what's behind an openness to act on behalf of brands, what needs this...

Catalogue: Qualitative 2007

Authors: Keith Navratil, Mitra Martin, Anita Black

Company: Hall & Partners

November 12, 2007

Local jewels and global heroes

This presentation explores globalisation from a marketing and particularly brand management perspective.The Fusion Model distinguishes three different types of brands according to their heritage and link to local or regional cultures and history:...

Catalogue: Congress 2007: Excellence

Authors: Yijun Ma, David Lee, Ute Rademacher

Company: Ipsos MRBI

September 19, 2007

All you need is love

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking.However, recent studies show that emotions and feelings are much more important.These...

Catalogue: Latin America 2006

Authors: Michael F. Cramphorn, Georgia Phillips, Ilan Lechter

Company: Add+Impact International

October 25, 2006

Customers and brands

This exploratory study aimed, firstly, to elicit possible components of brand relationship strength and, secondly, to develop a framework or conceptual model of brand relationship strength that draws from various streams of marketing theory,...

Catalogue: Automotive 2006

Authors: Kirsti Lindberg-Repo, Richard Brookes

February 27, 2006

How brands blossom in an increasingly complex world of choice

This paper illustrates how digital ethnography helps companies build more meaningful experiences that result in stronger brand loyalty.The author asserts that the very tools and technologies contributing to brand loyalty erosion can be used to...

Catalogue: Brandmatters 2006

Author: Lisa Leckie

February 8, 2006

Powerful brands

This paper looks at the role market research can play in understanding, measuring and applying emotion to the brand management process. Using a model based on universal archetypal needs driving human behaviour the authors show how marketers can go...

Catalogue: Brandmatters 2006

Authors: Andrea Wilson, Roz Calder

Companies: NeedScope International Ltd., KANTAR TNS Malaysia

February 8, 2006

Marketing beyond the monkey

This paper attempts to broaden the scope of how we look at consumption and consumers, unlock markets beyond the boundaries of tangibility and expand the utility value of brands.In today's world of over-abundance of stuff, media and messages, brands...

Catalogue: Brandmatters 2006

Authors: Charles Skinner, Christophe Fauconnier

Company: Ipsos MRBI

February 8, 2006

Learning about consumers through a new bricolage

This paper describes how Brazilian women and youth deal with challenges as they pass through lifestages.The research method melds qualitative methodologies with a new approach to exploring the context of category, brand or communication drivers as...

Catalogue: Latin America 2005

Authors: Jem Wallis, Rob Marjenberg, Zilda Knoploch

October 23, 2005