The big brand challenge: are we jumping on the brand wagon? ; ESOMAR Seminar Berlin ( Germany ), 9th - 11th October 1996
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Amsterdam
1996
|
| Schriftenreihe: | ESOMAR publication series
203 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben |
| Beschreibung: | IV, 258 S. graph. Darst. |
| ISBN: | 9283112474 |
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Datensatz im Suchindex
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| adam_text | Table of Contents I
Table of Contents
PartI: Different Perspectives on Brand Management 1
Leslie de Chernatony, Francesco Dall Olmo Riley
The Gap. Did Brand Managers Ever Jump on the Same Brand
Wagon as Brand Consultants? 3
Kalika Tripathi, Sughosh Moharikar
Golden Mean. A Framework for Analysing the Conflict between
Consumer Measures and Financial Measures 31
Part 2: Brand Management Tools Is There One Magic
Number? 49
Paul Dyson, Andy Farr and Nigel Hollis
Understanding, Measuring and Using Brand Equity 51
Jaime Troiano
Brand Equity. Classifying Consumers instead of Looking for Magic
Numbers 69
Part 3: What Goes on in People s Minds 83
Andrew Ehrenberg, Neil Barnard and John Scriven
Justifying Our Advertising Budgets. Conclusions of a Research
Project 85
RudolfSommer
Mind Mapping. A New Way to Understand Brands 97
Monty Alexander
The Myth at the Heart of the Brand. Successful Brands Embody
Myths Now these Can Be Analysed 109
Part 4: Forming First Brand Relationships 125
Joel Yves Le Bigot
Coca Cola, Levi s, Adidas ... Co Educators of Our Children.
The Role of Brands on the Structurisation of Adolescents 127
Tomds Tereba, Tomds Krdsny
Developing a Local Soft Drink Brand. Is There any Bigger
Brand Challenge? 145
IV Table of Contents
Part 5: Understanding and Measuring Brands across
Borders 157
Christine Woesler de Panafieu, Daniel Weber
Brand Evaluation in a Cross Cultural Context 159
Ola Gejervall, Mats Persson
The Libresse/Nana Case 1990 1993. Learnings from Building
aEurobrand 173
Nick Bull, Martin Oxley
The Search for Focus. Brand Values across Europe 189
Leigh Stops
Inmarsat. Creating a Brand in Thin Air 209
Part 6: Brands and Retailers: What is the Right Strategy? 227
Catherine Lewi, Jean Noel Kapferer
Consumers Preference for Retailer s Brands 229
Judith Passingham
Every Day Low Price. Will It Work in the British Fast Moving
Consumer Good Marketplace? 243
Programme Committee
Karl Georg Musiol Managing Director, ICON, Germany
Paul Feldwick Executive Planning Director BMP DDB Needham,
UK
Finn Kraefting Manager, Market Research Dept., Lego Systems
A/S, Denmark
|
| adam_txt |
Table of Contents I
Table of Contents
PartI: Different Perspectives on Brand Management 1
Leslie de Chernatony, Francesco Dall'Olmo Riley
The Gap. Did Brand Managers Ever Jump on the Same Brand
Wagon as Brand Consultants? 3
Kalika Tripathi, Sughosh Moharikar
Golden Mean. A Framework for Analysing the Conflict between
Consumer Measures and Financial Measures 31
Part 2: Brand Management Tools Is There One Magic
Number? 49
Paul Dyson, Andy Farr and Nigel Hollis
Understanding, Measuring and Using Brand Equity 51
Jaime Troiano
Brand Equity. Classifying Consumers instead of Looking for Magic
Numbers 69
Part 3: What Goes on in People's Minds 83
Andrew Ehrenberg, Neil Barnard and John Scriven
Justifying Our Advertising Budgets. Conclusions of a Research
Project 85
RudolfSommer
Mind Mapping. A New Way to Understand Brands 97
Monty Alexander
The Myth at the Heart of the Brand. Successful Brands Embody
Myths Now these Can Be Analysed 109
Part 4: Forming First Brand Relationships 125
Joel Yves Le Bigot
Coca Cola, Levi's, Adidas . Co Educators of Our Children.
The Role of Brands on the Structurisation of Adolescents 127
Tomds Tereba, Tomds Krdsny
Developing a Local Soft Drink Brand. Is There any Bigger
Brand Challenge? 145
IV Table of Contents
Part 5: Understanding and Measuring Brands across
Borders 157
Christine Woesler de Panafieu, Daniel Weber
Brand Evaluation in a Cross Cultural Context 159
Ola Gejervall, Mats Persson
The Libresse/Nana Case 1990 1993. Learnings from Building
aEurobrand 173
Nick Bull, Martin Oxley
The Search for Focus. Brand Values across Europe 189
Leigh Stops
Inmarsat. Creating a Brand in Thin Air 209
Part 6: Brands and Retailers: What is the Right Strategy? 227
Catherine Lewi, Jean Noel Kapferer
Consumers' Preference for Retailer's Brands 229
Judith Passingham
Every Day Low Price. Will It Work in the British Fast Moving
Consumer Good Marketplace? 243
Programme Committee
Karl Georg Musiol Managing Director, ICON, Germany
Paul Feldwick Executive Planning Director BMP DDB Needham,
UK
Finn Kraefting Manager, Market Research Dept., Lego Systems
A/S, Denmark |
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| index_date | 2024-07-02T16:14:17Z |
| indexdate | 2024-07-09T20:50:19Z |
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| isbn | 9283112474 |
| language | English |
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| physical | IV, 258 S. graph. Darst. |
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| spelling | The big brand challenge are we jumping on the brand wagon? ; ESOMAR Seminar Berlin ( Germany ), 9th - 11th October 1996 Amsterdam 1996 IV, 258 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier ESOMAR publication series 203 Literaturangaben Advertising Brand name products Congresses Brand choice Congresses Brand name products Management Congresses Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf (DE-588)1071861417 Konferenzschrift gnd-content Verbraucherverhalten (DE-588)4062644-1 s DE-604 Markenpolitik (DE-588)4144679-3 s ESOMAR publication series 203 (DE-604)BV021857883 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015294997&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | The big brand challenge are we jumping on the brand wagon? ; ESOMAR Seminar Berlin ( Germany ), 9th - 11th October 1996 ESOMAR publication series Advertising Brand name products Congresses Brand choice Congresses Brand name products Management Congresses Verbraucherverhalten (DE-588)4062644-1 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4062644-1 (DE-588)4144679-3 (DE-588)1071861417 |
| title | The big brand challenge are we jumping on the brand wagon? ; ESOMAR Seminar Berlin ( Germany ), 9th - 11th October 1996 |
| title_auth | The big brand challenge are we jumping on the brand wagon? ; ESOMAR Seminar Berlin ( Germany ), 9th - 11th October 1996 |
| title_exact_search | The big brand challenge are we jumping on the brand wagon? ; ESOMAR Seminar Berlin ( Germany ), 9th - 11th October 1996 |
| title_exact_search_txtP | The big brand challenge are we jumping on the brand wagon? ; ESOMAR Seminar Berlin ( Germany ), 9th - 11th October 1996 |
| title_full | The big brand challenge are we jumping on the brand wagon? ; ESOMAR Seminar Berlin ( Germany ), 9th - 11th October 1996 |
| title_fullStr | The big brand challenge are we jumping on the brand wagon? ; ESOMAR Seminar Berlin ( Germany ), 9th - 11th October 1996 |
| title_full_unstemmed | The big brand challenge are we jumping on the brand wagon? ; ESOMAR Seminar Berlin ( Germany ), 9th - 11th October 1996 |
| title_short | The big brand challenge |
| title_sort | the big brand challenge are we jumping on the brand wagon esomar seminar berlin germany 9th 11th october 1996 |
| title_sub | are we jumping on the brand wagon? ; ESOMAR Seminar Berlin ( Germany ), 9th - 11th October 1996 |
| topic | Advertising Brand name products Congresses Brand choice Congresses Brand name products Management Congresses Verbraucherverhalten (DE-588)4062644-1 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Advertising Brand name products Congresses Brand choice Congresses Brand name products Management Congresses Verbraucherverhalten Markenpolitik Konferenzschrift |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015294997&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| volume_link | (DE-604)BV021857883 |