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Article

New Zealand created a business-orientated masterbrand which broke stereotypes and went beyond the country's reputation as a tourism destination.

News

MUMBAI: Patanjali Ayurved, the Indian FMCG firm that takes pride in its willingness to take on global brands, now plans to enter India’s huge dairy market as well as expand into apparel, as it aims to capitalise on its reputation for ...

News

NEW DELHI: Coca-Cola India is determined on returning to double-digit growth through expanding its portfolio of drinks, greater segmentation and significantly increasing its fruit-buying capabilities, the head of the company has said.

Article

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

Article

This article claims that many marketers take an unsophisticated approach to key account management, even though the majority of their business comes from a few big customers, and identifies five steps they can take to improve their efforts.

Article

This case study shows how the Direct Line Group, an insurance provider, devised a strategic solution to boost its staff's morale and curtail its sales decline.

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This article summarises how the brands Ford, ADT, Oreo and IBM overcome challenges in marketing, providing tips on how to stay relevant and innovative.

Article

This article examines how brands can commit to meeting people's needs, simplifying the complex, and evolving quickly, so that they can achieve relevance for people and win customer loyalty.

News

CHICAGO: After video footage of a United Airlines passenger being forcibly removed from an overbooked flight was posted online, the actions of the airline's chief executive officer in backing his staff and describing the passenger as "disruptive ...

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

News

BEIJING: China's ongoing economic downturn may be the most difficult period companies face as they build a long-term presence there, says a senior FMCG expert.

Article

This event report outlines how Samsung, the electronics group, is recovering from a crisis involving its Note 7 smartphones, several of which caught on fire.

Article

In this article, the author offers some key advice in managing the fast growth of young brands once they reach 'adolescence'.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

Article

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

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The article outlines how Cathay-Pacific, a Hong Kong-based airline, developed a crisis communications strategy for the 'real time' era.

Article

This article looks at the seven ages through which brands pass, and how marketers can take advantage of them if they know and understand how they work.

Article

Point of view: next-gen business consultancy This article looks at how marketing agencies are beginning to replicate traditional consultancy-like models in order to better coordinate clients' marketing activities and business performance.

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This event report addresses how Procter & Gamble, the FMCG giant, is seeking to enhance the standard of creativity across all of its advertising.

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This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

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This report reviews the strategies and priorities of the 15 largest packaged food players in the world, covering the forecasts from 2015-20.

Article

This article exmaines how brands can use product recalls to their advantage by reconnecting with consumers, gathering intelligence and enhancing loyalty.

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This event report outlines some guiding principles for modern marketers, based on the views of Mark Addicks, the former CMO of food group General Mills.

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This article outlines how Nestlé India approached relaunching the Maggi brand following a food safety crisis, as well its approach to building brand equity for relaunched KitKat & Nescafé products.

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This event report outlines five common mistakes brands make that make them irrelevant and suggests strategies for ensuring brands can achieve enduring success.