Subject Index
 

In this article, Leo van Sister, founder and partner of Brand Custodians®, discusses what makes successful global brands, and what keeps them as marketing powerhouses in a changing technical world.

In the late 1990s, after nearly a decade of declining sales, Japan's Nissan Motor Company, Ltd., flirted with bankruptcy. The 1999 arrival of Carlos Ghosn as Nissan's CEO, however, marke ...

The 1999-2006 campaign to revitalise Johnnie Walker, and turn it into a global icon brand, was based on the image of the striding man, which links the brand with the universal desire to progress. 'Kee ...

This 2005 global campaign by Coca Cola for Sprite aimed to develop a basic TV campaign idea that could be attractive to young people anywhere around the world. The core idea was that Sprite can 'free' ...

Pampero, a Venezuelan brand of rum, only had active markets in Belgium, Italy, Spain and Venezuela, and, as this brief case study shows, this campaign sought to persuade Diageo Rum Brand Managers glob ...

This brief case study discusses the Nokia Concept Lounge, a community platform for visitors to share ideas on future communication. It was to tap into the present and future need for design, and invit ...

Using a plethora of examples, Elliot Polak, founder of advertising adaptation network Text Appeal, and Frank Cuttita, CEO of the Center for Global Branding, discuss cross-cultural advertising mistake ...

This article is based on an address to the ANA Global Marketing Committee in New York on 27 June 2005. In it, Elliot Polak, founder and CEO of Text Appeal, responds to Martin Sorrell's article 'Why s ...

In 2002, GE retired one of the most successful advertising campaigns in America and replaced it with a new global campaign. Beth Comstock, corporate vice president and chief marketing officer of Gene ...

Faced by stagnant sales, Magnum, the first ‘adult’ ice-cream, launched a campaign to reinvigorate itself across Europe. The idea was to promote the brand through a limited edition range. Sales grew 20 ...

Through acquisitions and mergers UBS has grown to be one if the biggest financial institutions in the world, but in 2001 its brand identity was obscure and fragmented. In this article Jestyn Thirkell ...

Peter Stringham is HSBC's global marketing chief. Here, in conversation with Delwyn Swingewood, he discusses how the bank balances local and global communication requirements, the value of research, ...

Scott Kraft, vice president of marketing for Sun Microsystems, talks to Delwyn Swingewood about the 'Why Not?' advertising campaign, his views on global advertising and how to manage it.

The author, VP Advertising for Oracle, describes how Oracle manages its global marketing and advertising.

This paper describes how Olivio spread and continental equivalent Bertolli developed advertising that worked the same way in all markets. By 2001 brand volume was 30,000 tonnes with combined sales wor ...

This paper describes how Boeing has applied branding principles to the aerospace industry. For Boeing, brand building involved corporate reorganisation as well as, the more familiar, integrated market ...

In 1997 MasterCard lacked a distinct brand image and was in need of a total repositioning. At the time it was using 15 different advertising agencies around the world and there was no consistent messa ...

Multi-country Keep Walking campaign for Johnnie Walker whisky, to confirm it as a global `icon’ brand. Media used: TV, print, posters, sponsorship. Gold winner, APG Awards 2001.