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Driving brand management through effective brand equity measurement
Werner Hoffmann-Wiebe and Stefan Binner, ESOMAR, Consumer Insight Congress, Barcelona, Sept 2002
This paper describes how market research supports successful brand and category management. The authors discuss how Henkel, a leading manufacturer of adhesive products for the professional (B2B) market, manage a large portfolio of brands in a global many-faceted market.
This paper describes how market research supports successful brand and category management. The authors discuss how Henkel, a leading manufacturer of adhesive products for the professional (B2B) market, manage a large portfolio of brands in a global many-faceted market. Case studies are used to demonstrate the threats and challenges to brands in mature adhesive markets and how state-of-the-art-marketing research can successfully support strategic brand steering in a highly competitive environment.
Managing the knowledge. Or, a frog to be kissed
Franz Tessun, ESOMAR, Power of Knowledge Congress, Berlin September 1998
What is knowledge? What does one need to know? How is knowledge created? These questions should lead to an answer as to whether knowledge management is just another new term in modern management science or whether knowledge is of value for strategy and/or creating added value.
What is knowledge? What does one need to know? How is knowledge created? These questions should lead to an answer as to whether knowledge management is just another new term in modern management science or whether knowledge is of value for strategy and/or creating added value. Processes and tools are presented that are currently used or tested at Daimler-Benz Aerospace in order to comprehend knowledge-intensive markets such as high-tech markets with regard to possible future development and in order to build up the required store of internal knowledge. Knowledge is more than just information and is basically linked to individual persons. At the strategic level, this means we are confronted by questions about content. What do we wish to know, and to what purpose? Knowledge is the basic resource for the strategic alignment of any company, with knowledge development and innovation occupying a central position in knowledge management. How can the process of knowledge development and utilisation be developed and filled with life so that competitive advantages can be drawn from it?
Has industrial advertising become consumerized? A longitudinal perspective from the USA
David Lambert, Mike Morris and Leyland F Pitt, International Journal of Advertising, Vol. 14, No. 4, 1995
This research explores similarities and differences between industrial and consumer print advertisements over time.
This research explores similarities and differences between industrial and consumer print advertisements over time. While the literature and recent professional opinion has suggested that the two advertising arenas have become increasingly similar over the years, a systematic assessment of advertisements since 1955 produced little evidence of a narrowing of differences. What trends were observed affected both types of advertising. In terms of consistent differences, industrial advertisements tended to be more product and less people oriented, to contain more copy, and more likely to discuss benefits from product use than were consumer advertisements.
Research into industry and advertising - a UK hotels example
David Gilbert, International Journal of Advertising, Vol. 9, No. 2, 1990
This article provides a case study approach to the understanding of both an industry and its advertising.
This article provides a case study approach to the understanding of both an industry and its advertising. The author provides a research flow model and the resultant research findings from the UK hotel industry. The article also provides information on the current position of the UK hotel industry. Primary research in the independent sector indicates a low level of awareness or usage of advertising whereas a survey of the advertising for the larger groups portrays greater sophistication in the application of promotion to particular segments and types of products.
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