Subject Index
 

Barclays Global Investors (BGI) introduced a campaign to launch their Exchange Traded Funds (ETF) investment product “iShares” in Europe. BGI wanted to be the number one provider of ETF’s across Europ ...

In 2004, adidas launched a new brand voice to capture the hearts and minds of sport lovers. The brand saw significant gains in key measures and massive increases in website traffic. The campaign tappe ...

In 1993, Jack in the Box was on the verge of bankruptcy after being linked to the largest and deadliest E. coli outbreak ever. After implementing the most comprehensive food handling system in the cou ...

This paper is about the financial value of emotional differentiation. In it, we will demonstrate how the launch campaign for the new Toyota Corolla repositioned the brand from being a reliable car th ...

This case tells how in two years, Roundup attained dominance in the weedkiller market, and went from a failing outsider to market leader. In doing so, it delivered: an 85% sales lift in year one; the ...

Having relaunched the Air New Zealand brand with “Being There Is Everything” and introduced the Express Class service, the remaining challenge was to reinvigorate Air New Zealand’s retail communicatio ...

As an internet and phone bank, BankDirect launched in 1997 as an innovator but by 2003 all banks offered these services plus traditional branch banking. This paper describes how BankDirect responded ...

The study explains that the brand was in serious decline. The basic objective was to return it to its former position as the leading New York beer. This had to be achieved with a budget of only $400k ...

1996-98 campaign for Orange mobile phone, the first 2 years after the company's flotation. Objective: shareholder values. Market and competitive situation discussed. Orange committed itself to a brand ...

Objectives: To sell the maximum number of Olympic ticket packages at the lowest possible cost, bringing in at least $20m based on a $1.6m spend. It was important to avoid association with the previous ...

This paper examines how advertising helped Central Television in its licence renewal campaign in 1992. The usual parameters for a successful campaign are not applicable, for obvious reasons. HHCL devi ...

Describes the role of advertising in defending British Sugar against a hostile takeover bid by S&W Berisford during the period May 1980 to July 1981. The bid was successfully resisted. Advertising was ...