Resources Library by ANA

Business opportunity number 1

One of the strongest and most challenging claims of the last decade is: 'Women are business opportunity No. 1'. Focussing on the automotive industry, this claim is explored through industry knowledge, published and primary research.As a case study,...

Catalogue: Automotive 2006

Authors: Charles Kirk, Mogens Laursen, Joerg Sgries

Company: Maritz Research

February 27, 2006

Customers and brands

This exploratory study aimed, firstly, to elicit possible components of brand relationship strength and, secondly, to develop a framework or conceptual model of brand relationship strength that draws from various streams of marketing theory,...

Catalogue: Automotive 2006

Authors: Kirsti Lindberg-Repo, Richard Brookes

February 27, 2006

Brand intelligence

This paper will demonstrate how a comprehensive system of different market research study approaches can be used to gain in-depth insights into the complex phenomenon of a premium automotive brand. The complexity of brand research in the automotive...

Catalogue: Automotive 2006

Authors: Alexandra Stein, Wolfgang Breyer

Companies: GfK, BMW Group

February 27, 2006

Understanding the path to purchase

The fast pace of today's automotive market and the many influences on consumer choice require manufacturers and dealers to understand and take actions quickly to reflect changes in consumer preferences.This paper discusses a new model and method of...

Catalogue: Automotive 2006

Authors: Andrew Dye, Michael Mills, Tina Katsinikas, Nicole Tarkar

Company: Nielsen

February 27, 2006

Attitudinal & behavioral convergence

Traditional research approaches challenge marketers to compile data from various sources for an integrated perspective of brand dynamics.Through a case study the paper demonstrates it is possible to integrate attitudes and purchasing behaviors,...

Catalogue: Brandmatters 2006

Authors: Manjima Khandelwal, Bruce Humbert

Company: Nielsen

February 8, 2006

Branding passport

It has been widely reported that multinational companies are spending a significant proportion of their marketing budgets in growing economies.Unfortunately, they are not always winning the battle against their marketing-savvy local rivals.Using...

Catalogue: Brandmatters 2006

Author: Lorna Walters

February 8, 2006

Lasting liaisons

The consumer-brand bond has long been of great interest to marketers, and continues to attract much attention and study.This paper addresses some of the misconceptions/gaps the authors have experienced and encountered in the practitioner world with a...

Catalogue: Brandmatters 2006

Authors: Sangeeta Gupta, Santosh Desai

February 8, 2006

Listening to the blogosphere

In the world of market research, 'customer listening' generally consists of a number of widely used methodologies including mall intercepts, mail out surveys, telephone-based surveys, focus groups and one-one personal interviews. These methods were...

Catalogue: Brandmatters 2006

Author: Ted Morris

February 8, 2006

The case for holistic touch-point management

This paper outlines a uniquely comprehensive approach to managing the measurement of brand communications effect.It describes an integrated brand value chain management model; a practical means to isolate the route by which economic brand value is...

Catalogue: Brandmatters 2006

Author: Simon Cole

February 8, 2006