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Research papers

The new generation of brand research

This presentation addresses two critical issues that are central to the successful measurement of brands and brand equity. First, a new framework for measuring brand equity is presented, combining Mind Power (the strength of the brand in the consumer...

Catalogue: Asia Pacific 2006
Authors: Rosie Hawkins, Shobha Subramanian
Company: KANTAR TNS Malaysia
March 19, 2006
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Citation

Hawkins and Subramanian (2006a, March 19). The new generation of brand research. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-new-generation-of-brand-research


Research papers

There's something about Mary

Mary Goodyear's groundbreaking thinking on the evolution of marketing has proved to be an invaluable tool - useful for explaining and understanding markets, brands and advertising as well as consumer attitudes and behaviour.In this paper the authors...

Catalogue: Asia Pacific 2005
Authors: Lee Ryan, Rosie Hawkins
Company: KANTAR TNS Malaysia
March 13, 2005
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Citation

Ryan and Hawkins (2005a, March 13). There's something about Mary. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/there-s-something-about-mary