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Theories of brand growth

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Article

Hippeas, an organic chickpea brand, used big thinking to successfully penetrate the US and UK markets by creating a strong brand purpose, a clear vision and an emotional relationship with consumers.

Article

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand growth strategies.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Opinion

The Association of National Advertisers’ annual Masters of Marketing conference painted a depressing picture, says Gareth Kay, with driving greater efficiency being lauded over the creation of valuable brands and end-to-end brand experiences.

Article

Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.

Article

Clorox, the consumer packaged goods manufacturer, placed renewed emphasis on driving long-term brand relevance after briefly allowing short-term objectives to take precedence.

Article

Marketers are failing to drive growth as a result of several shortcomings that are widespread in the industry, according to Bob Liodice, President/CEO of the ANA.

Article

This article digs deeper into new research that reveals the real effectiveness of building emotional engagement and lasting impressions into advertising.

Opinion

The rumble in the jungle, it wasn’t. Nor was it the Thrilla in Manila.

News

GLOBAL: It is often reported that large global brands are losing out to their smaller rivals and that customer loyalty to major brands is in decline, but these are myths unsupported by the evidence, according to a new academic study.

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.

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.

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.

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.

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.