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Brand equity & strength

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Article

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

NEW DEHLI: Innovation and a focus on the practicalities of oral health care have helped Colgate retain its position as India’s most trusted brand for the seventh year in a row.

Article

Explores the value of brand trust to companies as it grows in importance due to greater use of consumer data.

Article

Diageo, the alcoholic drinks company, is adopting a nuanced approach as it seeks to solve its main marketing challenges, including the task of guiding established brands to continued growth.

Article

Brand values are useful when they help define and differentiate brands, or when they help people internally know how to behave and externally know what to expect from a brand.
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Opinion

For Mike Teasdale, the notion of brand love is a flawed one, believing it to be nothing more than a habit with some emotion or nostalgia thrown in.

Article

Authenticity has become a marketing buzzword, but often lacks a clear definition among brand custodians and consumers alike.

News

GLOBAL: Brand consideration is a useful but often misunderstood metric and one that may not always be the best measure to assess advertising, according to two industry figures.

News

TAIPEI: Asian FMCG brands are able to outperform global ones thanks to their ability to react more quickly to changing consumer tastes and habits and to tap into shifts in local retail.

Article

Regulatory relaxation has enhanced the branding opportunities that sponsorship can offer and, as a result, the desire for advertisers to position themselves with TV content has never been greater.

News

LOS ANGELES: Ashley Stewart, the plus-size clothing retailer for women, was able to call upon the enduring strength of its brand as it sought to rebuild an ailing business.

Article

Ashley Stewart, the plus-size clothing retailer for women, drew upon an extremely strong brand for support as it sought to rebuild its ailing business.

Article

Brands have to work harder to matter to people, and in the present age actions speak louder than words.

Opinion

Smarter marketing and investment in communications is helping local brands fight back against the multinationals.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Research Paper

IKEA, a multinational furniture brand, used Social Watching, an approach that utilises user-generated visual content, to gain insights into its brand equity.

Research Paper

The British Library surveyed 3000 people in the UK to understand its potential audiences better.

Research Paper

Arper, a furniture brand, used AI to mine data as part of a five-year strategy to strengthen its brand and discover how to sharpen its digital communications.

Research Paper

Delta Air Lines, a major American airline, moved from monitoring its traditional metric to the Marketing Impact Score in January 2017, in order to improve customer satisfaction and increase profit.

Research Paper

Cardinal Health, an American healthcare services company, aimed to evaluate its brand equity and profiling of customers by conducting a segmentation study.

News

NEW YORK: The balance between global and local brands is tilting towards the former in many categories, new research from Nielsen indicates.

News

SHANGHAI: Chinese drinks brands need new and exciting creative to keep brands fresh for consumers as they take on the dominance of Coke and Sprite in the country, according to research by Publicis Media China in partnership with the Ehrenberg Bass ...

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Research Paper

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.

Article

This article draws on exclusive research by Publicis Media China and the Ehrenberg-Bass Institute to determine how CEPs drive brand influence in the Chinese ready-to-drink category.