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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
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Citation

Blackett and Reeve (1998a, June 15). Brand valuation in telecommunications. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/brand-valuation-in-telecommunications


Research papers

Brand valuation

In this paper we examine the alternative methods possible for valuing brands, their advantages and disadvantages. We conclude that as brands are essentially marketing properties and owe their success to the skill with which they are nurtured and...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Tom Blackett
September 1, 1990
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Citation

Blackett, T. (1990a, September 01). Brand valuation. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/brand-valuation


Research papers

The use of micro market testing in the evaluation of alternative promotional strategy

This paper reviews Mini-Test Market experience in the field of consumer promotions testing and concludes that pre-evaluation of alternative promotions or indeed of any alternative marketing action needs a valid test method which in turn offers...

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Author: Tom Blackett
June 15, 1976
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Citation

Blackett, T. (1976a, June 15). The use of micro market testing in the evaluation of alternative promotional strategy . ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-use-of-micro-market-testing-in-the-evaluation-of-alternative-promotional-strategy-