Abstract

This short essay provides an extended abstract of the presentations held in the frame of the 2016 Esomar Meet Up event hosted at the Università Cattolica del Sacro Cuore last January 21st in partnership with Labcom (Laboratorio di ricerche sulla comunicazione aziendale). The Meet Up event represents an annual meeting that gathers together research institution professionals, their clients and scholars to discuss and confront about the current challenges of market research at the international level. This year conference was focused on innovation in brands and branding through the contributions of both university scholars and research professionals of different European countries.