Resources Library by ANA

The stochastic conditional hierarchy of brand values

This paper proposes a hierarchy of brand values which must be met in order for a brand to be properly positioned in a meaningful long-term and a strategically-competitive manner. These brand values include generic properties functional attributes ...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Author: Martin C. van Herk

June 15, 1998

Imagery

This paper describes the adaptation of a new psychological approach which concerns the process of the creation, processing and storage of inner (mental) pictures in the field of market/media research.

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Simone Brecht, Michael Hallemann

September 1, 1997

Cinderella and the pumpkin

This paper is about the main factors that determine a brand’s long-term value, factors that enable them not only to constantly extend their market share, but also to strengthen consumer loyalty and to generate price premiums, thus increasing...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Jean-Paul Frappa, Dominique Saint-Paul

Company: KANTAR TNS Malaysia

September 1, 1997

The renaissance of Chateau Lagrange

This paper describes how Suntory restored the international reputation and brand value of the French wine estate Chateau Lagrange by completely restructuring the estate. It emphasises the importance of establishing good relationships with local...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?

Author: Seiichi Nagata

June 15, 1997

The search for focus brand values across Europe

This paper describes how Land Rover has focused on the development and application of the values of the Land Rover Brand. It highlights the need to be focused and driven by the customer, which requires the need for regular, timely and actionable...

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Nick Bull, Martin Oxley

June 15, 1996

Brand equity

The success of some of the dominant consumer brands in the Middle East market has to a large degree been achieved through nurturing their brand values in a manner that is consistent with the traditions and cultures of its people. This has been...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Eleni Nicholas, Nassim Ghrayeb

March 1, 1996

Striving to be the best

This paper outlines the current redevelopment programme taking place at Selfridges, a leading destination department store in London, and explains the three-stage approach they have adopted to review existing customer service initiatives: who are the...

Catalogue: Seminar 1995: Facing Up To The Challenges In Retailing

Authors: Amanda Metcalfe, Helen West

June 15, 1995

Marketing and Research Today (May 1993)

The concept of the brand is central to marketing and research and muchresearch work is concerned with understanding brands and their value. However, experience shows that the concept of a brand varies between different cultures and changes over time....

Catalogue: Marketing and Research Today

Author: ESOMAR B.V.

May 1, 1993

Anticipating expectations

Three themes will have an increasing impact on consumer demand in the developed markets through the end of the decade:- Brand Value: Brands will become increasingly important to both marketers and consumers in the '90's as functional product...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Author: Alexander L. Biel

September 1, 1992