Nigel Hollis, Market Leader, Quarter 1, 2015
This article explains how companies can protect the value and market share of quality brands against the growing onslaught of discount rivals in the UK grocery market.
Judie Lannon, Market Leader, Quarter 1, 2015
Judie Lannon introduces the Q1 2015 issue of Market leader, which focusses on the definitions of branding and its challenges.
Amelia Redding, Fiona Keyte, Matt Gladstone and Lucy Jameson, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014
This case study demonstrates how Fairy, the washing up liquid brand, built on its iconic status to increase its market share in the UK.
Joseph Smeaton and Jason Lonsdale, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014
This case study explains how OPSM, a chain of optometrists, used a mobile app to increase appointment numbers and revenue in Australia.
James Hurman, Admap, December 2014
This article suggests that marketers should set 'price increase' as an objective more often, as doing so is an achievable challenge that is not set often enough.
Jo Bowman, Event Reports, International Shopper Insights, November 2014
This event report looks at how concepts of psychology, neuroscience and behavioural economics can be applied to the retail format.
Rong Huang and Emine Sarigöllü, International Journal of Market Research, Vol. 56, No. 6, 2014
Although several brand equity measures have been proposed in the literature, a comparative assessment of their characteristics and performances is lacking. This paper attempts to fill that gap.
Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014
This event report reveals how Walmart, the retailer, is tapping big data to make more informed decisions and better engage customers.
Flo Sharp, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014
This case study explains how the New York Bakery Company grew sales by growing the bagel market in the UK, redefining its brand image to convince people that bagels are more versatile than previously thought.