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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 April 29, 2024, from


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


Research papers

What are a brand's values to the consumer and do they cross frontiers?

The paper presents a new hypothesis about how people perceive and relate to branded goods and services. It also describes some recent research that demonstrates how this hypothesis translates into reality. The findings are particularly relevant to...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Christine Restall
September 1, 1990
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Citation

Restall, C. (1990a, September 01). What are a brand's values to the consumer and do they cross frontiers?. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/what-are-a-brand-s-values-to-the-consumer-and-do-they-cross-frontiers-


Research papers

Back to the future

The paper discusses the issues involved in creating and managing brands internationally. The growth of strong brands in their home market has historically been a long-term process which requires not only consistent, creative management, but also a...

Catalogue: Seminar 1990: Countdown to 1992
Author: Jon Wilkinson
June 15, 1990
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Citation

Wilkinson, J. (1990a, June 15). Back to the future. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/back-to-the-future


Research papers

Brands across boundaries

The paper argues for a new research approach to provide more relevant and actionable information about consumer-brand relationships for those concerned with marketing brands on an international scale in the 1990's, It describes a contemporary vision...

Catalogue: Seminar 1990: Countdown to 1992
Authors: Carol Coutts, Richard Auton
June 15, 1990
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Citation

Coutts and Auton (1990a, June 15). Brands across boundaries. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/brands-across-boundaries


Research papers

Essence of international brand values

The general proposition is that successful international brand marketing depends upon a full understanding of the 'Essence' of the brand, and of the 'Essence' of local cultures. In some instances the Essence of the Culture is more important. In other...

Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Authors: Terry Hanby, Peter Cooper
Company: QRi Consulting Ltd.
June 15, 1990
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Citation

Hanby and Cooper (1990a, June 15). Essence of international brand values. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/essence-of-international-brand-values


Research papers

Corporate image research reviewed

Corporate image research, receiving increasing attention as companies see the need to assess the value of a good corporate reputation, is defined and put into perspective in the context of various "images" that inter-relate, including the product...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Robert M. Worcester
June 15, 1971
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Citation

Worcester, R. M. (1971a, June 15). Corporate image research reviewed. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/corporate-image-research-reviewed