Resources Library by ANA

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

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

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

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

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

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

From brief-taker to business catalyst

This paper highlights inefficiencies in the current market research process and illustrates, through live case study example, the benefits of adopting a new approach to better leverage the skills of our industry and the value it contributes to...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Robyn Wunder, Kristin Hickey

Company: The Leading Edge

September 22, 2002

Establishing the value of a brand

This paper provides a brief overview on the importance of brand valuations and on the nature of brands in terms of their valuation capabilities. It describes the main methodologies available and the key steps to follow in order to adequately valuate...

Catalogue: Latin America 2002

Author: Jorge García-González

May 12, 2002

Evaluating the use of banner advertising in strengthening brand relationship

This paper studies the role of online advertising’s most popular tool – the banner advertisement – in the brand-building task. The paper seeks to examine whether banners are able to communicate brand values concomitant to which banners...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001

Author: Kartikeya Kompella

June 1, 2001