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Research papers

Capturing the elusive brand

This paper looks at the changing environment of brand research and assesses the implications for exploring brand equity quantitatively within the context of brands of similar status outside the immediate product area within the retail environment...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Authors: Mary Short, Sarah O'Brien
June 15, 1998
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Citation

Short and O'Brien (1998a, June 15). Capturing the elusive brand. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/capturing-the-elusive-brand


Research papers

Targeting the lower end of the pyramid

This paper aims to understand the low income consumers in Egypt and give indicators to marketers on how to build brand loyalty and long-term and sustainable equity among them. The results are based on quantitative interviews and focus group...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: B. Satya Prakash
June 15, 1998
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Citation

Prakash, B. S. (1998a, June 15). Targeting the lower end of the pyramid. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/targeting-the-lower-end-of-the-pyramid