Resources Library by ANA

Stealing brand equity' measuring perceptual confusion between national brands and copycat own-label products

In all countries, distributors' brands have been facing the same problem : how to change consumers' perceptions, without advertising, from inferior imitations of national brands to quality alternatives. To do so the packaging is the main media : one...

Catalogue: Seminar 1994: Building Successful Brands

Author: Jean-Nöel Kapferer

June 15, 1994

Developing a global brand

This paper discusses a global branding programme developed by the retail arm of British Petroleum. Much of the article focuses on a global advertising campaign BP: On the Move - that comprised an integral part of a broader corporate identity...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Philip Dover, Roy Croft, Robert Kopp

June 15, 1994

Determinants of brand disloyalty

The car market has a remarquably high proportion of loyal customers. About 50 % of new car buyers choose for their new car the same brand as for the previous one. However, the economic and competitive situation may iead to an erosion of this figure....

Catalogue: International Automotive Marketing Conference 1994

Authors: Eric Lapersonne, Giiles Laurent, Jean-Claude Vessilier

June 15, 1994

Brand equity

Brand Equity is a critical component of corporate value. It has been estimated that at least 15% of corporate profits are direct results of branding. Understanding brand equity contributes to appreciating the TRUE asset value of a corporation,...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East

Author: Mansour Elganady

January 1, 1994

Consumer expectations in an emerging market

The historic changes in Central Europe have opened up new worlds and opportunities for its peoples. The paper's objective is to prove that it is possible to conduct research with both sensitivity and insight in an emerging economy - research which...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations

Authors: Piotr Kwiatkowski, Michel Olszewski

Company: KANTAR TNS Malaysia

September 1, 1992

Brand equity

The purpose of this paper is to outline an approach for identifying the equity inherent in a brand. It will suggest an approach for estimating brand equity as an economic quantity using a combination of easily measured customer dynamics. It will also...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: James A. Taylor

June 15, 1992

Brand development and brand equity

Most food and drink companies competing in the European markets of the 1990's see a challenge to exploit efficiently existing brand equities as well as to maximise the chances of success for new brands. The Quaker Oats company is present in Europe in...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Authors: Sandra Pickering, Jacques Blanchard

June 15, 1992

The use of experimental design in monitoring brand equity

Traditionally, attitude research has been done by surveys rather than experiments. In part, this is a function of management regarding experiments as risky; they want certainty. This is unfortunate because experiments permit direct observation of...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: Joel N. Axelrod

June 15, 1992

Are there bounds on brand equity?

Marketers have long sought to understand and benefit from the nebulous process by which consumers characterise and differentiate brands. The overall value of such differentiation applied to the choice process has come to be known as Brand Equity....

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: Michael F. Cramphorn

June 15, 1992