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Theories of brand growth

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Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Article

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

News

SINGAPORE: Zero-based budgeting can be effective but marketers need to carefully examine the traditional/digital media divide to find success, according to a senior Facebook executive.

Article

This article outlines how marketers can better utilize zero-based budgeting more effectively to gain greater efficiency and better results.

Article

This case study explains how cultural value is the most important emerging currency in marketing today and uses Lush, Airbnb and Under Armour as examples of how to succeed in this area.

News

LONDON: For a brand to grow, it must understand its target market, become the first brand that people see as they move towards a purchase, and stimulate demand – though not necessarily through advertising – an industry figure has ...

Article

This webinar replays WARC's session: "How to be a smart targeter" at the Cannes Lions festival this year.

News

CANNES: With the rise of programmatic ad buying, the capabilities of marketers targeting an audience of likely buyers have never been greater, but the Ehrenberg-Bass Institute maintains that segmentation, whether for creative or media planning, can ...

Article

This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.

Article

This article outlines how to achieve brand growth through brand availability and knowing your target market, illustrating the learnings with a case study from the yoghurt sector.

News

SINGAPORE: If the Association of Southeast Asian Nations (ASEAN) was treated as a single entity, it would rank as the sixth largest economy in the world, attracting huge foreign direct investment, but a new report argues there are eight myths about ...

News

NEW YORK: Apple News is one of the most popular apps in the US and drives huge traffic for digital publishers, but they are dissatisfied about the revenue it generates, which in turn is putting pressure on Apple to find a fix.

Article

This paper summarises key findings from the IPA report, ‘Media in Focus’, itself an analysis of the media elements within the IPA’s Databank of advertising effectiveness case studies.

News

MUMBAI: Upstart telco brand Reliance Jio built a 100m-strong subscriber base by giving away voice and data for free, but now the hard work is beginning for the brand in India's brutal telco category, according to the company's Chief Digital ...

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Article

This article covers how Reliance Jio, a telco challenger brand in India, has seen rapid growth in market share by launching its service for free.

Opinion

Ahead of WARC's session at Cannes, Nigel Hollis of Millward Brown asks 'Is the creative industry losing its ability to sell stuff?'  Next week I will be speaking at a WARC panel session at Cannes on purpose marketing .

Article

This article contrasts the success of tailored targeting in the 2016 IPA Effectiveness Awards with the marketing wisdom of Byron Sharp.

Article

This article looks at the factors that drive growth in a world of fragmented audiences, and the reasons why targeting is struggling to deal with these factors.

Article

This article argues that the scale and reach of TV and social media are critical to the success of FMCG brands but that marketers need to consider the wider marketing ecosystem in order to deliver effective campaigns.

Research Paper

This paper measures how the impact of positive and negative word of mouth (PWOM, NWOM) is related to the receiver’s intention to purchase brands, using shift in the intention to purchase as the measure of impact.

News

GLOBAL: With the appointment of Coca-Cola's first Chief Growth Officer, Francisco Crespo, in March, local marketers will have more autonomy over a growing portfolio, a marketing director says.

Opinion

Mark Inskip, Global CEO, Kantar Futures, takes issue with those who reject the Chief Growth Officer title.

Article

This article posits that marketers must remember that they are in the business of building customer relationships and that the best brands behave as butlers.

News

AUSTIN, TX: The New York Times has used advertising to help create a "long-term view" about its brand – a goal with particular significance at a time of challenges both from a revenue perspective and from President Trump.