Get a demo Do I subscribe? News sign-up

Brand extensions

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

88 results found
Sort by

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Article

This article examines the best practices involved in extending a brand beyond its original product, including understanding the brand, setting new visions, and thinking about delivering competitive product benefit.

Opinion

The advertising industry, and its awards, celebrates only success - forgetting the failures from which we could all learn important lessons, argues Gareth Kay.

News

NEW DELHI: Coca-Cola, the soft drinks giant, is rolling out a new brand at a significantly lower price point as it seeks to wrest share back from small, regional brands and address price rises that have resulted from the implementation of the goods ...

Article

This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured.

Article

This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.

News

NEW YORK: The Daily Mail, the British tabloid newspaper whose online edition is the largest English language news website in the world, has announced plans to launch a syndicated TV show in the US later this year.

Opinion

Elasticity is the yin and yang that can unlock the potential of a brand. On the one hand, the more price inelastic your brand is, the greater the price premium you can charge.

Article

This article examines what marketers can learn from the principles of elasticity that govern much of a brand's potential - a less elastic brand can usually charge greater price premiums, making it a goal for marketers, but elasticity also helps brands drive line extensions.

News

GLOBAL: Top executives from Microsoft and Nokia are among the final round of judges Warc is announcing for the 2017 Warc Innovation Awards.

Article

This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

Article

This article explains how Qantas, Australia’s national airline, disrupted the health insurance category with a new product – Qantas Assure - that incentivised wellness with Frequent Flyer Points.

Research Paper

Researchers suggest quantification of qualitative data as an innovative approach to knowledge creation.

Article

This event report outlines Coca-Cola's "One Brand" strategy, which seeks to take a more holistic approach to marketing the four main variants of the soft drink.

Article

This event report outlines how Chobani, the yoghurt brand, is using “phigital” marketing to drive engagement.

Article

This event report addresses how ADT, the security company, is making nuanced use of big data to drive the maximum benefit from its marketing.

Article

This event report shows how The Martin Agency helped create an innovative brand extension for Benjamin Moore paint.

Article

This event report demonstrates how new strategic thinking from an agency planner led to the development of a brand extension for Pimm's, the gin-based drink owned by Diageo.

Article

This event report looks at how automaker BMW is shifting its marketing emphasis away from its engineering prowess to include the benefits and fun of the technology it now incorporates in its cars.

Article

This event report explains how Tic Tacs, the confectionery brand owned by Ferrero, developed a new 'Minions' themed product following social media demand.

Article

This report explores how innovative products allow customers to remain relevant, and to turn a greater profit even in tough economic times.

Article

This report draws lessons from analysis of new product launches in Asia to help businesses improve their innovation processes.

Article

This event report covers how Dannon, the dairy group, has enhanced the status of its Light & Fit brand - a player in the very competitive US weight-management category.

Article

This event report outlines how Carhartt, the workwear manufacturer, engaged consumers in a new way by developing a branded craft beer.

Article

This article argues that Coca-Cola's new low-sugar variant - Coca-Cola Life - is doomed to fail.