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News

ASIA: Although e-commerce giant Amazon is ranked as the world’s “most authentic” brand in a new global study, Google comes out on top in Hong Kong and India, while smartphone manufacturer Huawei is most highly regarded in China.

Article

This article examines three paths for B2B companies to take if they want to adapt to the digital age.

Article

This article argues that the success of a business is better measured by its added value rather than its operating profit.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Research Paper

The study described here develops a perceived value model, from the alumni's perspective, to determine the sources of economic value universities must focus on to enhance satisfaction, organisational image and identification.

Opinion

Would you pay $1149 for an iPhone? Apple is trying to make the iPhone more appealing to a wider range of consumers but questions remain about the ‘super-premium’ element of its strategy says Martin Guerrieria, Global BrandZ Research Director at Kantar Millward Brown This year’s much hyped 10 th anniversary launch of the iPhone ‘X’ (pronounced ‘ten’) was the culmination of a brand strategy that has slowly expanded the range of iPhones on offer while continuing to push the top of the range towards the next level of pricing.

News

COLOGNE: Advertising stands on the brink of a new wave of brand building innovation, according to Procter & Gamble’s chief brand officer, who has called on the industry to raise the bar on quality and placement.

Article

Online advertising is at a turning point as digital spending overtakes TV, says Procter & Gamble's chief brand officer.

News

GLOBAL: Reputation is regarded by business leaders around the world as a top priority, but a new survey shows that four in ten admit that their own organization is vulnerable to risks in this regard.

Research Paper

This paper explains how FrieslandCampina, a global dairy food company, applied the brand growth theories of the Ehrenberg-Bass Institute (EBI) in a bid to revive the fortunes of its Optimel yoghurt drink in the Dutch market.

Research Paper

This paper describes how Orange, the telecommunications provider, leveraged its digital research platforms globally to ensure the consumers' voice is always at the heart of the company and to promote quicker, smarter decision-making and action-taking.

Research Paper

This paper explains how the BBC conducted research to evaluate the role of different emotions in content marketing, and shows that neuroscience technology plays an important role in measuring content effectiveness.

Article

This article looks at how marketers can better understand the, sometimes circuitous, routes taken by consumers in the decision journeys, and map them as networks to identify key intersections.

Article

This article looks at how brands intending to influence the behaviour of potential consumers must learn to understand the fundamentals of improving brand salience.

Research Paper

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.

Research Paper

This report looks at how experience drives success with the Experience Index and which brands were the highest performers for consumer experience in 2016.

Article

This article surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.

News

MUMBAI: The value of the India Premier League (IPL) has jumped by a quarter in the past year to reach £5.3bn according to a corporate advisory firm which has also suggested that the next round of television rights could fetch $1.8bn.

News

WASHINGTON, DC: Donald Trump’s divisive presidency is forcing brands to take sides and risk a consumer backlash from his supporters or opponents – but some of those distancing themselves from the president have seen a boost in brand ...

Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

News

SYDNEY: Paypal, the online payments system, believes that consumer trust allied to brand ethics is crucial to emotional engagement.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

News

LONDON: Heritage British brands head YouGov’s first UK brand health rankings, with high-end retailer John Lewis in first place, followed by the BBC’s iPlayer service, in contrast to the young tech brands that dominate the global ...

News

CHICAGO: Aditya Birla Group, the conglomerate, has seen tangible business benefits from using the Net Promoter Score (NPS) to gain a deeper understanding of its customers.