FRONTIERS
Let It Flow!
Angela Lovejoy & Omar RodriguezDavid Pring & Curt Stenger
Trent Ross
Abstract
Increasingly companies have to balance their corporate social responsibility initiatives with both the value to society and to their business. What agendas to pursue, whether at the corporate or brand level and the triggers which have net impact on brand equity and ultimately the value equation is challenging to measure. Ipsos, working with The Coca-Cola Company developed a program and model to evaluate brand equity flow between brands and the corporate parent that is enabling a “win-win” for both Coca-Cola and society.
Angela Lovejoy
Angela has global responsibility for sparkling brands and the Corporate brand market research at TCCC. Before joining Coca-Cola, she spent 11 years at McKinsey and Company developing consumer-driven strategies for clients across a diverse range of industries, from planes to drains. Prior to this she spent 7 years on research agency side. Angela holds a Bachelor of Science degree in Agricultural and Food Marketing from the University of Newcastle Upon Tyne.
Omar Rodriguez
Omar Rodriguez is currently manager of special marketing capability projects at The Coca-Cola Company. In his role, he has conducted research to understand the role of brand love in influencing consumer behavior as well as studied the integration of socio-environmental sustainability programs and issues into the marketing of brands at the Company.
David Pring
David Pring has over 20 years of market research experience working in both consumer products and business-to-business research in the U.S. and internationally. David has been involved with online research since its inception and has extensive expertise in strategic research. Prior to joining Ipsos in 2004, David held senior positions at Research International, Simmons/MRB International and CLT/Protocol Research. He holds an honors degree in Geography from the University of Newcastle-Upon-Tyne in the U.K.
Curt Stenger
Curt has 15 years of market research experience across a broad range of industries and analytic techniques focusing on brand equity, consumer segmentation and new product development and forecasting. Curt is particularly interested in applying nontraditional marketing research techniques to marketing problems. Curt holds a master’s degree in statistics from the University of Chicago, an MBA from the University of Pittsburgh and a bachelor’s degree in economics from Northwestern University.
Trent Ross
Trent has extensive experience in conducting reputation research projects on a local, national, and global scale (including the largest reputation study ever undertaken for a private sector client) for a wide array of private and public sector client accounts. Trent has worked on corporate reputation and initiative testing campaigns for top international companies including Microsoft, Waste Management, Coca-Cola and Boeing.
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