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Research papers

Corporate identity

Market research is playing an increasingly important role in corporate identity programmes. Such programmes call for action-oriented research to guide specific decisions on current and desired image, in monitoring the marketing environment, and in...

Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Philip Dover, Roy Croft, Robert Kopp
September 1, 1995

Research papers

Developing a global brand

This paper discusses a global branding programme developed by the retail arm of British Petroleum. Much of the article focuses on a global advertising campaign BP: On the Move - that comprised an integral part of a broader corporate identity...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Philip Dover, Roy Croft, Robert Kopp
June 15, 1994