Subject Index
 

Pannon GSM is a leading telecommunications operator in Hungary, serving in excess of three million customers, and with a 34% market share of the market. In January 2005, it launched its 3G mobile netw ...

In 2000, Norwich Union inherited sponsorship of UK Athletics from the newly-purchased General Accident and Commercial Union (CGU). While CGU had used it primarily to raise brand awareness through tele ...

Visa, the international payment card service provider, has been an IOC TOP sponsor since 1986 and an IPC Worldwide Partner since 2002. In 2002, the decision was taken by Visa Europe to develop a spons ...

This 2006 campaign for Tesco aimed to encourage use of the Green Clubcard, and thus lead to a large reduction in the use of plastic carrier bags and boost to Tesco's 'green' reputation. Newspaper adve ...

Charles Schwab, investment pioneer and advocate for the individual investor, was undercut by online trading in the early nineties. This paper relates how the strategic challenge to reconnect with sel ...

The Bank of New Zealand was losing market share to its competitors each year despite having one of the largest advertising spends in the industry. Research showed that its campaigns lacked emotion and ...

In October 1998 the Xerox Corporation launched a $10 million advertising campaign in an effort to change people's perception of the Xerox brand. Although long known simply as a photocopy-machin ...

To raise brand awareness, brand equity and brand definition among consumers, UnitedHealth Group launched the “It Just Makes Sense” campaign in 2003. Alongside GSD&M, UnitedHealth utilised a range of m ...

The United States Tennis Association (USTA) was the official governing body of American tennis and the owner of the US Open, the only Grand Slam tournament held in the United States. But the USTA memb ...

The "Moving at the Speed of Business" campaign was designed to modernize the image of the world's largest package-delivery company, United Parcel Service of America, Inc., commonl ...

"Fly the Friendly Skies" had been a stalwart slogan for United Airlines since 1966, but as legions of business travelers could attest, the skies became increasingly unfriendly in the 1 ...

In 2002 three retailers, Office Depot, Inc., Staples, Inc., and OfficeMax, Inc., were America's largest office-supply superstores, with Staples trailing closely behind Office Depot, the industr ...

Staples, Inc., was one of three office-supply-superstore chains to emerge in the 1980s, each vying to differentiate itself from the others. In 1994 Staples launched its first full-fledged television ...

The telecommunications industry underwent such fierce competition during 2003 that many analysts were comparing its advertising climate to the "cola wars" of the previous decade. The fif ...

At least four factors converged to make April 1997 the time for Sony Corporation of America to introduce a new brand-advertising campaign. Sony knew that as electronic technology continued its rapid p ...

The impressive comeback of Sears, Roebuck and Co. was one of the major success stories of the 1990s. Sears was losing billions of dollars a year in the early 1990s but recovered to become one of the t ...

By the 1990s Sears, Roebuck & Co. Company, a massive retail chain selling thousands of products, was in serious trouble from the loss of market share to big-box stores such as Wal-Mart, Targe ...

After establishing a clear identity as a customer-friendly carmaker in the 1980s, Saturn Corporation, a subsidiary of General Motors Corporation (GM), lost its way in the late 1990s. To regain its foo ...

The third-largest manufacturer of consumer electronics, the Dutch company Koninklijke Philips Electronics N.V. was a well-known and respected firm in many parts of the world. The maker of such diverse ...

The valued-focused Old Navy apparel brand was an immediate hit when it was introduced in 1994 by San Francisco parent company and national clothing retailer Gap, Inc. Old Navy made a name for itself w ...

In only its second year of national television advertising and its fourth year in existence, Old Navy clearly announced its arrival as a major marketer by securing a spot on the final episode of ...

In 2004, brokerage firm Morgan Stanley and advertising agency Leo Burnett released the “At Your Side” campaign. Unlike competitors, Morgan Stanley targeted retail customers, particularly baby-boom par ...

Mercedes-Benz of North America was at the peak of its game in 1997 when it launched a comprehensive print and television brand campaign. Its sales were generally strong, its products were highly rated ...

In 1996 John Hancock Financial Services, Inc. (then called John Hancock Mutual Life Insurance Company), began updating its acclaimed "Real Life, Real Answers" campaign, which had been ...

In 2002 the world's largest provider of computer products and services, International Business Machines Corp. (IBM), was relishing the comeback it had begun to experience eight years earlier. T ...

International Business Machines (IBM) Corporation was undeniably a powerful and influential presence during the early days of the computer boom. In the 1970s and early 1980s IBM dominated the com ...

In early 1996 the Hewlett-Packard Company began to rethink its role in the electronics products industry. Undisputedly the market leader for printers and other electronic products, Hewlett-Packard (HP ...

Although it was widely known and respected in the business world for its solid engineering and reliable products, Hewlett-Packard, a huge company with 121,900 employees and revenues of $42.9 billion ...

Since 1979 General Electric Co. (GE) had relied on one of the most successful branding slogans in history: "We bring good things to life." But along the way the company had become almost ...

In October 1998 Euromarket Design, Inc. launched an advertising campaign for Crate & Barrel, its chain of housewares and furniture stores. With an estimated budget of $3.5 million, Chicago-base ...