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Papers and Articles

Brand, brand equity

Title	Description	Download
Employee Advocacy, Published in the Managing Partners’ Forum ‘100 Best Professional firms to work for 2008’, April 2008	Discusses the link between employee engagement and brand advocacy. Suggests there are three ‘brands’ you want your staff to advocate: the employer, product/service and corporate citizen brands. It suggests that in order to research them you should avoid questionnaires consisting of standardised agree/disagree statements.

Understanding the brand in local government , Public Sector Executive magazine, March/April 2007	Argues that the notion of the brand as used for consumer products does not work for LAs. Adopting a more experiential notion enables LAs to put their brand at the centre of their thinking and link it to their core development strategies. This is a text version of a talk delivered to the LARIA Conference in March 2007.

Reconstructing Research for the 21st Century, Research World, December 2006 published by ESOMAR www.esomar.org	Greatly summarised version of ESOMAR paper (see Breaking Down Barriers:Reconstructing Research for the 21^st Century, below)

Breaking down barriers: Reconstructing market research for the 21st Century, ESOMAR Congress 2006	Argues that market research practices have evolved the way they have for historical reasons but they have lost touch with leading edge business thinking and therefore need to be reconstructed to meet 21^st century needs. If you are interested in this paper please contact ESOMAR or email info@brandenergyresearch.com	N/A

Unlocking Brand Energy – Professional Marketing Magazine – April 2005	Explores the way in which brand energy works for professional firms.

Releasing the Energy Article in Argent, the Journal of the Financial Services Forum, March 2005	Explores how internal communications can be used to enable financial services organisations to realise and deliver their brand values more effectively.

Measuring Intangible Equity. Paper presented to Henley Corporate Governance Conference special interest group - October 2005	Postulates a new theory of intangible equity that can be measured and diagnosed within a holistic framework

Understanding Brand Energy, Paper presented to the Admap/WARC 7th Annual Advertising Research Seminar, London 21 October 2004	Argues for a new way of looking at research for advertising evaluation based on taking a holistic view of how the brand works

Using 'brand energy' to measure intangibles, Strategy Magazine, (Strategic Planning Society), Issue 5, August 2005	Explores the shift in business focus from profit generation to value creation and how to measure intangible drivers

Brand Energy: overcoming the Curse of the Silo Market Leader Winter 2003 (pb. Mar 2004)	Why and how marketing has to shift its thinking to become more relevant to service industries including the public sector. If you are interested in this paper please email info@brandenergyresearch.com

Brand Energy: Managing and Understanding Brands Admap March 2004	Developing the case for holistic research into how brands are working If you are interested in this paper please email info@brandenergyresearch.com

Brand Energy: The New Marketing Concept eNuggets Issue 8-16 January 2004	Marketing needs to embrace a new way of thinking which includes other stakeholders and market researchers need to embrace more paradigms which are not essentially communications based

Brand Equity BrandEnergy Research Occasional Paper prepared by BrandEnergy Research September 2003	Occasional Paper prepared by BrandEnergy Research September 2003, Exploration of the notion of brand equity from a brand energy perspective

Managing the Brand for Outstanding Performance	Unpublished article which lays out some of the background thinking to the brand energy concept

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