Resources Library by ANA

Team based brand building

This paper considers the extent to which members of the brand's team have similar perceptions about the emphasis being placed on different components of their brand. It opens by considering the way that brand management is shifting from the domain of...

Catalogue: Seminar 1994: Building Successful Brands

Authors: Leslie de Chernatony, Roger Took

June 15, 1994

Brand management and brand measurement

Brand building, brand management and brand maintenance prerequisites the measurement and thorough understanding of brands. Since brand building often represents a greater investment than product or plant development, this is a worth wile endeavour....

Catalogue: Seminar 1994: Building Successful Brands

Author: Uwe Munzinger

June 15, 1994

From building brands to building businesses

This paper examines the relevance of market research as a discipline to the area of business strategy; and makes the case that market research can contribute significantly, not just in the area of building brands but in the area of building...

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future

Authors: Arun Adhikari, Titoo Ahluwalia, Rama Bijapurkar

September 1, 1993

Brands: The missing link

This paper starts by discussing the nature of brands. Brands appear to have human-like characteristics. This is now reasonably well-known and accepted by professionals, and the authors briefly refer to earlier work adapting and applying concepts...

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

Authors: Wendy Gordon, Christine Restall

June 15, 1992

Building on product quality

The paper presents a case history of the introduction of a premium quality brand of whiskey in four markets, the UK, France, USA, and Japan. There are three stages to introducing a premium brand to a new market. 1) In the initial stage, consumers...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Authors: Miriam Comber, Sally Gordon

June 15, 1992

Glocalisation in Asia Pacific

This paper addresses the issues arising from an objective review of a dozen years observing and participating in brand building exercises in the Asia Pacific region. An examination of the way in which available budgets are deployed led to questioning...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"

Author: Roger M. Brookin

Company: Unilever

June 15, 1992

Sales promotion

Sales Promotion is a strategic communications discipline at least for those client companies who use it properly. As a discipline it has a leading edge over most others in that it can be used tactically to produce a short term result but only within...

Catalogue: Seminar 1985: Below-The-Line And Sponsoring

Author: Gerry Postlethwaite

November 6, 1985