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Using semiotics in a brand audit

In the midst of the fourth Industrial Revolution, more than one-third of the skills we believe are essential for today's workforce will have changed according to the Future of Jobs Report from the World Economic Forum. ESOMAR in partnership with...

Catalogue: Webinars 2020
Authors: Chris Arning, Manisha Dikshit, Dinesh Ramchandani
May 6, 2020

Research papers

Brand valuation in telecommunications

This paper discusses alternative techniques for the valuation of brands and concludes that a brand audit based approach provides the most realistic method of assessment. Brand valuation techniques have been in existence for around ten years. Their...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry
Authors: Tom Blackett, Jane Reeve
June 15, 1998

Research papers

New technology, new paradigms, and the attributional cloak: Qualitative research shall go to the (scientific) ball

Within market research, as in the social sciences generally, qualitative research is increasingly recognised as the only possible route to certain kinds of information. We argue that, rather than grafting isolated pieces of new technology onto the...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications
Authors: Peter Stratton, Roger Sivlter
June 15, 1993

Research papers

The brand audit

This paper is divided into two parts. The first part will outline some elements of a semiotic theory of the brand. In the definition of the brand identity, a crucial point is an identification of basic values and the distinction of these from a more...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Andrea Semprini
Company: RISC International (Europe) SA
June 15, 1992

Research papers

Looking over your shoulder

Increasing competitive pressure - notably from the Far East - threatens the European consumer durables industry. The trade are becoming more sophisticated and demand more from suppliers. Product performance and new features are no longer enough to...

Catalogue: Papers 1992: How To Endure In The Durables Industry?
Author: Julian Boulding
June 15, 1992