Marketing strategy: Corporate image, corporate socia...

 

Pioneering experts from the world of business, finance, government, academics and NGOs are agreed: the old, environmentally-destructive business model is terminally broken. New strategies are needed f

Corporate social responsibility (CSR) is now vital for a brand's survival, even more so in recession, provided it is genuine and not perceived as mere green-speak. European companies are ahead of the

The current major economic disruption coincides with the realisation that the post World War Two economic structures are ecologically unsustainable and will have to change. There will be new market op ...

This article describes how global brands and marketing can produce positive effects through enhancing countries' social capital. Social capital is generated when there is a strong social fabric where

This is the first of a two-part article based on the author's forthcoming book LISTEN! A Call to Revolution by Marketers. This first article lists the continuing failures of marketing, in spite of a f

Sustainability need not be in conflict with good value for consumers in economically straitened times. In this article, Marie Ridgley, Added Value UK, outlines four models for brands adopting sustaina ...

Although few studies have empirically verified the trend, environmental associations seem to have become a generally accepted way of enhancing brand equity. This study used an experimental design (wit ...

In addition to donating $56.5 million to help Botswana fight the HIV and AIDS epidemic in 2000, Merck, the global pharmaceutical manufacturer, pitched in the services of its marketing and advertising ...

Green marketing is a challenge that brands are finding increasingly hard to ignore. As awareness of climate change (and the attendant environmental issues) has risen, many marketers want to show a hei ...

Climate change is a product of the world's economic and social system as a whole, though developed economies have contributed significantly more per their population to date than developing nations. I ...

Marketing has taken on increasingly philanthropic element, in line with the 'train of philanthropication' that has become increasingly important in a number of societies around the world. There are ma ...

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 bran ...

In this article, WARC Online's James Aitchison and Geoffrey Precout discuss the main findings of the first day of the ESOMAR Congress 2008, held in Montreal. The areas considered include the impact of ...

Gone are the days when marketers were able to rely solely on the four Ps - place, promotion, product, and price - to set apart their brands and win loyal customers. In today's climate of corporate soc

In this article, WARC Online's Carlos Grande reports on the findings of the research project Climate Change and the Future of Brands, led by the Future Foundation, with the support of ABI, TUI, Royal ...

The ethical claims of brands are coming under increasing levels of scrutiny from consumers, and a number of advertisers have found their eco-credentials have changed almost overnight as a result of wh ...

Terms such as global warming and climate change have permeated modern communications, but often without clear forms of explanation at to what these terms actually mean. This article details research f ...

It is often argued that when faced with an economic downturn, consumers become less interested in environmental sustainability. If consumers are less interested in sustainability, it is also argued th ...

E.ON entered the UK energy market in June 2007. The brand enjoys high levels of prompted awareness, and is perceived by consumers as being more innovative, more accessible, more energetic and warmer t ...

This paper by the Advertising Standards Authority describes how the UK advertising regulator is playing an increasing role in judging complaints about advertisements making environmental claims. With ...

Companies are under pressure from a number of directions to become more sustainable, as consumers, investors, NGOs, the media and even their own employees start to focus on corporate responsibility. ...

This paper provides is a wide-ranging description on the reasons why corporate advertising is needed and its key traits. It outlines the need for communication, especially with shareholders and potent ...

This article discusses the increasing importance of employer branding, including its power to deliver organisational success by attracting and retaining the right people and create an environment in w ...

This article describes how new retailing ventures in Southern California are changing attitudes to food. The new trends are: an emphasis on better quality, even at a higher price; smaller, more concis ...

Self-regulation of the UK advertising industry is based on the balance between the Advertising Standards Authority (ASA) and the Committee of Advertising Practice (CAP), both of which are funded by th ...

This article discusses and charts the relentless growth of retailer power, based on the popularity of private label. Premium private label is the threat of the future. The development of tiers of priv ...

Companies' initial response to the 'green' movement was defensive: unless they proclaimed their green credentials they faced losing business. This is the Green 1.0 phase. We are now entering Green 2.0 ...

Using a nationally representative sample, this study demonstrated the importance of psychographics in profiling cause-related marketing advocates. For specific social causes relating to minorities, pu ...

This study focuses on the effects of news and advertising expenditures on corporate reputation. Both advertisement expenditures and the tone (or tenor) of business news exert a positive influence on c ...

The subject for this issue's Comments section is international advertising issues and challenges. Charles R. Taylor, from Villanova University, provides a commentary that offers a series of suggestion ...