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Brand identity & image

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Article

Weight Watchers, the weight-loss brand, has enjoyed success by mixing celebrity star power with the stories of consumers that have achieved inspiring results when using its service.

Article

Kentucky Fried Chicken, the quick-service chain, successfully reinvented its brand after a period of decline.

Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Article

State Farm, the insurance company, boasted enviable brand strength and a unique heritage, but needed to transform in order to keep pace with changing customer needs.

News

LONDON: Online retailer Very grew steadily over its first five years, but it was a shift in perspective in 2015 that accelerated its expansion to become a £1.2bn business.

Article

In just seven years online retailer Very has become a significant business and the driver of growth for owner Shop Direct.

Case Study

Indian hair care brand Dabur Vatika boosted visibility and brand engagement by offering a collapsible changing tent to women at the Kumbh Mela festival.

Case Study

Soft drink brand Coca-Cola used a multichannel approach and limited edition packaging to appeal to teens and boost sales in China during the Rio Olympics.

Case Study

Indian truck-maker Tata Motors used trucks as an advertising medium to launch a brand of condoms aimed at truckers.

Case Study

Chocolate brand KitKat used its packaging and a social activation to achieve unprecedented sales around Valentine's Day in Thailand.

Case Study

Snack brand Lay's used a multichannel campaign based on a packaging promotion to increase sales in Pakistan.

Case Study

Project Nanhi Kali, a small NGO established to provide primary education to underprivileged girls, increased donations in India by working with Nestlé.

Case Study

Valencia CF, a Spanish football club, repositioned itself by creating a new brand manifesto that focussed on the football journey to inspire support.

Case Study

St John Ambulance (SJA), a British NGO that teaches first aid, managed to reach parents across the UK to teach them about baby CPR with its 'Nursery Rhymes Inc.' campaign.

Case Study

The Big Issue, a charitable publication, successfully tackled the stigma around homelessness in the UK by launching its own brand of coffee.

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.

Case Study

This case study explains how KFC, a fast food chain, used technology to bring families together by turning its family bucket into a suppertime theatre in South Africa.

Case Study

This case study details how Aquafina, a bottled water brand, targeted millennials in Vietnam by using smart technology and 360-degree video to show them the health benefits of drinking water.

Case Study

This case study explains how Coca-Cola, the soft drink brand, helped university students in Myanmar rediscover their enjoyment of the teashop break while putting its brand at the heart of the occasion.

News

GLOBAL: Design is not about mere decoration, but is a marketing tool whose primary purpose is to create common ground between a brand and a consumer, according to a leading industry figure.

Article

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

Opinion

The smartphone is, to most of us, indispensable, and more frequently used than any other device. Though Apple began the smartphone era as we know it today with the original iPhone in 2007, the latest iteration, iPhone X, will test the loyalty of consumers to the device that placed the phone into the mainstream of our lives.

Case Study

This case study looks at how a team of strategists and entrepreneurs harnessed the disruptive power of cannabis to create hmbldt: a new medicinal cannabis brand launched in the US in 2016.

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.

News

GLOBAL: Consumers are more likely to support brands that use faces in their imagery because people have a fundamental need to form and sustain relationships, a recent academic study has found.