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Research papers

Respondent misconceptions, falling response rates, is it time for change?

This paper looks at the relationship between the researcher and the respondent and seeks to challenge outmoded attitudes and to suggest new approaches which deliver value to all stakeholders (including clients, agencies, respondents, and customers)....

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Ray Poynter
September 14, 2003

Research papers

Show me the money!

This paper examines the reasons why finding a robust and continuous measure of the value of marketing investment within a business remains an elusive topic. Terms such as return on marketing investment, brand value and intellectual assets are...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Kristin Hickey, Simon Le Couteur
Company: The Leading Edge
September 14, 2003

Research papers

The future of the industry in the region

This paper describes the current situation in terms of industry consolidation in the region, the reasons for buying and the reasons for selling research companies. It also describes one of the most adequate valuation methods and discusses the...

Catalogue: Latin America 2003
Author: Jorge García-González
May 4, 2003

Research papers

Managing profitable brands in Asia

This paper reviews evidence from brand equity research and case study analysis to demonstrate that the basics of brand building in Asia are no different to the rest of the world. However the paper also highlights the fact that some of the brand...

Catalogue: Asia Pacific 2002
Authors: Andy Farr, Nichola Rastrick
Company: KANTAR TNS Malaysia
December 1, 2002

Research papers

The Vodafone weekend experience

Project Entanglement required a team of both qualitative and quantitative researchers to work closely together and involved a challenging brief requiring an innovative solution. The project demanded a non-linear evolution of insights; the project...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: Lee Ryan, Galina Mitchelhill, Sarah Gibbons
November 10, 2002

Research papers

Even cowboys get the blues

This paper sets out to argue that the influence American culture exerts on (young adult) European consumers is showing signs of decline, as a result of a decline in the relevance of the values of the 'America Brand', as currently expressed. It...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: David Burrows, Sarah Castell
Company: Flamingo
November 10, 2002

Research papers

A new qualitative research tool for global concept testing

At a time when many manufacturers are facing difficult challenges in finding consumer-relevant innovation, global marketing groups are challenging the research industry as a whole to find fast and effective ways to contribute to the development of...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Author: Barbara Busch
November 10, 2002

Research papers

A brand with boundless energy

This paper provides a case study illustrating how brand equity research contributes to AT&T's global Brand Asset Management Group's charter of promoting, protecting and profiting from the AT&T brand around the globe. The authors share Insights from...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Michael Malinoski, Randy Zeese
September 22, 2002

Research papers

Evaluation of the financial value of brands

This paper points out the problems of currently existing approaches for the evaluation of the financial value of brands. On the basis of these findings a new brand evaluation approach is introduced. By the consideration of all relevant facets of a...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Henrik Sattler, Siegfried Högl
Company: GfK
September 22, 2002