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Article

This paper summarises knowledge and offers guidance and reading on brand equity, a measure that sometimes relates to financial value but more commonly reflects a consumer view of a brand.

News

MUMBAI: Samsung, the South Korean consumer electronics giant, is the brand that Indian consumers trust the most, according to a listing of 1,000 brands in the country.

Article

This paper describes a Brand Audit for Ambev, the Brazilian brewing company, that covered its own premium brands and those of its main competitors, using a methodology analysing social media output.

Opinion

As more and more companies divest from Google following the appearance of ads alongside inappropriate content, Stefan Michel of IMD Business School argues for a subtler reading of the story.

Article

This article looks at one of India's most enduring brands, Amul Butter - a brand that consistently outranks global brands in the country, and can call itself 'The Taste of India' without eliciting any disagreement.

Article

This article shows that brand KPIs are only valuable when and where they are genuinely actionable and if they measure the right things, which should be the variables most important to building a brand's financial value over the short and long term.

News

LOS ANGELES: It may come as little surprise that 70% of Americans believe politicians are less truthful today than 20 years ago, but a new survey has revealed as many as 42% also say the same of brands.

News

LONDON: Regional publishers in the UK have warned of "the dangers of blind programmatic ad buying" as they make a play for national advertisers' digital spending in the wake of the brand safety issues that have engulfed YouTube.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

News

LONDON: As YouTube scrambles to deal with the fallout of concerns about brand safety, a new study says that video brand risk – ads served next to content deemed inappropriate – improved in the UK during 2016.

Opinion

Theodore 'Ted' Sturgeon is widely acclaimed as one the greats in science fiction writing. He wrote a number of novels, was an early scriptwriter on the promising TV series Star Trek in the 50s and 60s and also one of the foremost critics in the sci-fi genre, also penning over 400 reviews before his passing in 1985.

Article

This case study describes how MORE TH>N, a UK insurance provider, partnered with MESH to understand how brand consideration changes, explaining the underlying factors that inform it, and how to plan marketing activity to optimise each stage of the path to purchase.

Article

This case study describes how LG, the South Korean consumer electronics company, plugged a knowledge gap in the complex path to purchase of its high-value products by understanding three elements of the shopper experience.

Article

This article highlights the lessons that can be learned in longevity from the Whitechapel Bell Foundry, London's oldest manufacturing company.

Article

In this article, Malcolm White uses an ornithological metaphor to explain how important brand-building can be - in spite of not being very keen on birds.

Article

This event report provides various insights from ESPN, the sports-focused media group, regarding the effectiveness of cross-platform advertising.

News

BOSTON: Rolex, the luxury Swiss watchmaker, is the brand with the best corporate reputation in the eyes of consumers, according to a new global survey.

Article

This event report outlines how American Greetings, the greeting cards company, has remained relevant in the digital age.

Article

This event report outlines how Coca-Cola, the soft drinks giant, measured advertising engagement among Brazilian teens in real time during the 2016 Olympic Games.

News

GLOBAL: Consumers expect brands to produce content in some form, but they see more than half their output as mere clutter that fails to deliver any personal benefits, new research says.

Article

This article posits that the marketing industry is too focused on the choice between creating salience and building loyalty, when in fact both are vital to maximising marketing effectiveness.

Article

This paper relates the findings of the IAB's research into whether including desktop and mobile ads in a multiplatform ad campaign improves brand impact.

Article

This webinar explores how digital drives brand performance across Latin America.

News

BEIJING: Lenovo, the computer firm, Huawei, the phone manufacturer, and Alibaba, the internet giant, head a list of Chinese brands that are successfully establishing themselves in overseas markets, according to a new report.

News

LONDON: Brand strategy needs "rebooting" for the digital age, according to an industry figure whose research indicates the discipline is being neglected by senior marketers trying to keep abreast of the latest digital developments.