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Research papers

The brand audit

This paper is divided into two parts. The first part will outline some elements of a semiotic theory of the brand. In the definition of the brand identity, a crucial point is an identification of basic values and the distinction of these from a more...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Andrea Semprini
Company: RISC International (Europe) SA
June 15, 1992
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Citation

Semprini, A. (1992a, June 15). The brand audit. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-brand-audit


Research papers

The Produmer

The fact that certain forms of behaviour were, right from the start, labelled "consumption", while those adopting this behaviour were labelled "consumers", has had weighty consequences for the development of marketing theory. In this article, we...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?
Author: Andrea Semprini
June 15, 1989
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Citation

Semprini, A. (1989a, June 15). The Produmer. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-produmer