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Brand identity & image

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Article

This article explores current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

Article

This paper outlines ways to transform perceptions of design, by demonstrating its importance to business.

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.

Case Study

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

Case Study

This case study describes how 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.

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: The human mind looks for shortcuts. One of the quickest and most robust routes is colour.

Opinion

The great houses of Westeros, from HBO’s Game of Thrones operate much like corporations. There are executives (lords), subsidiaries (vassal houses), and hostile takeovers (wars).

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Case Study

This case study describes how potato chip brand, Chipsy, used its packaging as a sports-betting medium to boost sales in Egypt and leverage its sponsorship of the UEFA Champions League.

Case Study

This case study shows how SmartLife, an NGO determined to help Dubai's labourers improve their living conditions, created a visual alphabet that helped workers learn English during their commute or house work.

Case Study

This case study shows how Emirates NBD, a financial services brand, developed a product that directly solved its target audience's biggest issue and thus expanded its account acquisitions in the UAE.

Case Study

This case study shows how Batelco, a telecommunications provider, increased its innovation equity by developing a smart bus that tackled the problem of child mortality in school buses in Bahrain.

Case Study

This case study shows how Chiclets, a chewing gum brand, successfully rebranded its product by redesigning its package and introducing it to a younger Egyptian audience using Facebook's live streaming feature.

Opinion

Brands place great store by their visual branding but have neglected their audio branding, something that is becoming increasingly important, according to Global's Jo McChristie.

News

LONDON: Own-label "copycat" brands are taking business from leading brands by "preying" on shoppers' unconscious decision-making processes in noisy and confusing retail settings, neuroscience research suggests.

Article

This article instructs how to gain cult appeal by attracting passionate consumers and encouraging them to spread the word.

Article

This article presents the advances in neuroscience that show what creates stand-out in people's minds and how these can be applied to the design of products, packaging and advertising.

Article

This article shows the clear evidence that copycat brands are disrupting consumers' search and decision-making process, which is bad news for both original brands and shoppers, who find themselves manipulated.

Article

This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.

Case Study

This case study shows how Doritos, a snack brand, increased sales and brand awareness by partnering with a support organisation for LGBT youth in the US and releasing a Gay Pride themed product.