An Ocean of Brands
Swimming Among Sharks

List of publications
Visual Description
Visual Description

Author(s): Laura Ruvalcaba, Deborah Elkes
Collection: Latin America 2008
Keywords: Brand Research

ESOMAR Best Paper Award 2007/2008
PDF version (download)
Display prices in :
EUR 15.00
Members: EUR 0.00

As markets evolve it is becoming more difficult for brands to differentiate. They are competing in the same ocean, with sharks and species as dangerous and aggressive as they are.

Brands with a strong emotional link will be at the top of its category. While brands must encourage the sense of belonging to a group, at the same time brands should generate the feeling of being customized without losing the attractiveness of pertaining.

Date of publication: 13.05.2008
ISBN: 92-831-0221-5
Order Code: S329_07
Number of pages: 9

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password

Not a member? Read more about membership benefits
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Publications Services: