Resources Library by ANA

The brand anniversary model

The Brand anniversary model, which combines creative thinking tools in the process of developing new brand strategies, is presented. Creative thinking tools and Jungian theory of cognitive processes are used both in the consumer research and the...

Catalogue: ESOMAR Qualitative Ascending Conference 2002

Author: Doron Ben-Shaul

November 10, 2002

Measurement of brand effectiveness of online advertising

How people find a company or product brand on the Internet is a major question if one intends to use the Internet to build brand awareness, perception and loyalty. In order to find an answer to this question, a study was conducted among a large...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001

Author: Liesbeth Hop

June 1, 2001

Research World (November 2000)

Coca Cola has long been in the list of the world's top brands, its bottle an icon and its markets transversing the world. This is no accident. Coca-Cola is a familiar brand at every bar, street corner vendor and supermarket throughout the globe. Its...

Catalogue: Research World 2000

Author: ESOMAR B.V.

November 1, 2000

Research World (September 2000)

Before it is considered to be strong, a brand has been through quite a lot. The process from conception to full maturity may take years, and it must be developed and monitored carefully. The Internet would seem to be diametrically opposed to the...

Catalogue: Research World 2000

Author: ESOMAR B.V.

September 1, 2000

Microsoft

The digital economy is bringing about major changes in customer expectations and behaviour and in the very nature of business. Companies need to respond to these changes in order to compete. This paper looks at the ways in which Microsoft is...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Author: David Crockett

Company: Microsoft

September 1, 2000

Brand preference in adolescence - Brand loyalty as adults?

Trying an outlook, this clearly indicates, that it is very much worthwhile to communicate with adolescents as well as with adults, because this is on every promising way to ensure a goods hare of the market for the future by investing in the future...

Catalogue: New Monograph Series Vol.9: Researching Youth

Authors: Astrid V. Middelmann-Motz, Brigitte Melzer-Lena

August 1, 2000

Ford's multicultural strategy

Ford of Canada has approached the problem of a heterogeneous Canadian market with a great deal of sensitivity. Historically, Ford has not been as successful matching its penetration of the Quebec market to levels obtained in the rest of Canada. This...

Catalogue: Ethnic Marketing 2000

Authors: R. Scott Evans, Pat Richards

July 1, 2000

Talking is understanding

This paper describes how Gallup A/S and Mobilix A/S the telecom company planned a testing procedure for a rather unusual ad campaign. The authors explain how Gallup and Mobilix managed to devise a model for testing various kinds of different prints...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Henrik J. Hansen, Claus Wilki, Lone Willumsen

September 1, 1999

Using customer opinions to improve operations of a multinational company

This case history from a successful manufacturing company shows how basic corporate principles and culture are carried into and depend on survey research. The paper describes how qualitative and quantitative measures from face-to-face interviews...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Authors: Stephen Connell, Kurt Engelvuori

September 1, 1999