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Article

This article provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.

Article

This event report looks at how drinks brand Guinness reacted to a changed marketing environment, developing its global brand purpose and successfully tweaking creative when necessary.

News

GLOBAL: Traditional brand positioning, which assumes a static view of consumer perceptions, is a "flawed construct" and brands should recognise instead that today's business environment requires an understanding of the concept of motion.

Article

This event report analyses the process of building a successful brand, from the point of view of three established brands: Just Eat, Disney and Philips.

Article

This report explores how Intel, the technology company, implemented a new campaign to help reinvent its brand.

Opinion

Elasticity is the yin and yang that can unlock the potential of a brand. On the one hand, the more price inelastic your brand is, the greater the price premium you can charge.

Article

This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.

Article

The article explores the new marketing direction of UK grocery retailer Sainsbury's including customer experience improvements and agency changes.

Article

This article examines what marketers can learn from the principles of elasticity that govern much of a brand's potential - a less elastic brand can usually charge greater price premiums, making it a goal for marketers, but elasticity also helps brands drive line extensions.

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.

Opinion

Over a century ago, William James argued that the self includes many things outside of one's self, including social relationships and material things.  More recently, cognitive science has shown that we do indeed subsume the personality and values of the people we feel close to.  The result is self-other overlap, whereby the mental representations of our own identity begin to merge with our perceptions of someone else.

Article

This event report describes how Ribena, a blackcurrant fruit drink brand, used colouring to reposition itself towards an older demographic in the UK market.

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

News

LAS VEGAS: Twitter, the online news and social platform, successfully tapped the power of consumer research to help understand why non-users were often confused by the purpose its service fulfils.

Article

This event report outlines how Twitter, the digital media platform, has aimed to bring greater clarity to its brand.

News

BOSTON: Politicians and their aides make use of many of the techniques and stratagems of the advertising and marketing industry, but the recent presidential election suggests they should pay closer attention to brand relationships, an academic has ...

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.

Article

This article outlines four steps tea marketers can take to reverse the decline in their category that is taking place in the UK as drinking habits continue to shift away from, in particular, black tea.

Article

This article explores how brand strategy should be retooled for the digital age, without devolving into a purely tactical dispute.

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.

Article

This event report addresses how Lane Bryant, the fashion retailer specialising in plus-sized apparel, found its purpose and shifted popular perceptions.

Article

This event report outlines how Intel, the technology company, undertook a major brand repositioning campaign.

Article

This article looks at what financial services companies can do to overcome the mistrust that has dogged them since the global financial crisis - as well as the innate lack of interest in their products and resistance to changing supplier.

Article

This event report addresses how Mattel, the toy manufacturer, has consistently kept its Barbie brand relevant over the course of several decades.

Article

This article explores how to revitalise a brand, a high-value and desirable pursuit that can deliver business results without the risks of new product development.