Resources Library by ANA

Targeted Curiosity at Cathay Pacific

Cathay Pacific seeks to ?move beyond? by extending its home market from Hong Kong (~7 million people) to the Mainland Greater Bay Area (GBA) (~76 million people), and becoming a premium lifestyle brand. It seeks to do this in a difficult time for the...

Catalogue: Asia Pacific 2023 - Innovation

Authors: Melissa Yow, Nick Clarke, Carissa Cater

Companies: Forethought, Cathay Pacific

November 22, 2023

Uncovering the Human Voice for Deep Insights

Consumers naturally build relationships with the brands they interact with, and over time these interactions can turn into what is referred to as ?Brand Love? (Sternberg, 1986). In this way, the manner in which interactions are structured holds...

Catalogue: Congress 2023

Authors: Bernard Brenner, Jasmin Fischer, Melissa MacGregor, Justin Schoen, Camila Angio, Lucas Henderson, Sarah Johnson, Kyle Stalcup, Michael Tapp, Jack Penzer

Companies: Microsoft, SHARE Creative

September 28, 2023

When the nip becomes a bite

FMCG is experiencing a new wave of competition from Challenger brands. What is the Challenger story in India? Who are they, what are their strategies and most importantly, how should the established players protect and prevail. This presentation...

Catalogue: Congress 2018

Author: Ritanbara Mundrey

September 23, 2018

Can chairs talk?

Using a combination of Image Mining and Text Analytics to decipher relative strength of fast growing Italian designer furniture brand vis-a-vis the competition and also to strategize its future brand positioning.

Catalogue: Congress 2017: Visionary

Authors: Preriit Souda, Chiara Davanzo Zamarian

Company: KANTAR TNS Malaysia

November 27, 2017

Brand activation

This paper analyses a new and recently strong Marketing trend: Brand Activation.Brand Activation refers to those marketing activities that have developed strongly over the last few years, which fulfil a double task: the traditional one of building...

Catalogue: Latin America 2005

Authors: Viviana Barcesat, Vanina Gruart

Companies: KANTAR TNS Malaysia, Unilever

October 23, 2005

Horse and carriage, moonlight and roses, sun and surf?

This paper outlines a novel approach to researching a Surf washing powder promotional press ad that ran in The Sun newspaper in the UK .This ad campaign promoted a Golden Jubilee competition run by Surf. The issue being addressed was the extent to...

Catalogue: ESOMAR/ARF WAM Conference 2003: Print

Authors: Peter Cooper, Neil Sharman, John S. Pawle

Company: QRi Consulting Ltd.

June 19, 2003

A fragrance brand's image and scent test results

Achieving the proper balance between a fragrance brand's image and scent is necessary for its continual success or to a launch. Successful marketers understand the emotional drivers of their target demographics and work to create a fragrance brand...

Catalogue: ESOMAR Fragrance Research Conference 2003

Authors: Natalie Granik Seidman, Timra L. Carlson

March 16, 2003

How to retain the image of a leader in changing business environment

The paper considers the case of the BeeLine brand in the context of the rapid changes in the market situation in the Russian telecom industry before and after the financial crisis of 1998. The BeeLine story exemplifies the diffusion of the innovation...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Elena Mosicheva, Tatiana Folomeeva

September 23, 2001

Revue Française du Marketing 1999 (N. 172)

Ce numéro spécial consacré au parrainage sportif prend encompte cette double perspective sociétale d'abord et managérialeensuite. Il existe au moins deux manières de cerner le concept de parrainage sportif. La...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

February 1, 1999