Holdings: The big brand challenge

The big brand challenge: are we jumping on the brand wagon? ; ESOMAR Seminar Berlin ( Germany ), 9th - 11th October 1996

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Bibliographic Details
Format:	Book
Language:	English
Published:	Amsterdam 1996
Series:	ESOMAR publication series 203
Subjects:	Advertising > Brand name products > Congresses Brand choice > Congresses Brand name products > Management > Congresses Verbraucherverhalten Markenpolitik Konferenzschrift
Online Access:	Inhaltsverzeichnis
Item Description:	Literaturangaben
Physical Description:	IV, 258 S. graph. Darst.
ISBN:	9283112474

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MARC


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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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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
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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
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volume_link	(DE-604)BV021857883

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