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Research papers

Sustainability as a monetary brand value

This presentation describes the results of basic research regarding the relation between sustainability and brands in general and the relevance of sustainability for brand equity in particular. The understanding of social comparison processes and the...

Catalogue: Congress 2009: Leading The Way
Author: Stephan Götze
September 22, 2009
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Citation

Götze, S. (2009a, September 22). Sustainability as a monetary brand value. ANA - ESOMAR. Retrieved May 22, 2024, from


https://ana.esomar.org/documents/sustainability-as-a-monetary-brand-value


Research papers

Brand research

This story begins to indicate how brands work, and why the brand has become such a central concept in marketing. The brand name, or mark, is at its simplest a badge of origin. In most societies this identification is protected by trademark law. The...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Paul Feldwick
September 1, 1998
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Citation

Feldwick, P. (1998a, September 01). Brand research. ANA - ESOMAR. Retrieved May 22, 2024, from


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


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 May 22, 2024, from


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