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Article

This report provides an overview of the global consumer electronics industry, including the current state of the market, leading companies and brands, as well as trends and forecasts of future developments.

Case Study

This case study describes how tech brand Lenovo used an integrated strategy to target IT decision-makers across eight key European regions in their own language.

Article

This article explores Samsung's investment in virtual reality (VR) and its quest to becoming "the YouTube of VR".

News

DANA POINT, CA: Intel, the technology group, has successfully reinvigorated its brand by focusing on how its tech products can drive and deliver compelling experiences.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

Case Study

This case study discusses a business-to-business campaign for Dell, the computer maker, in Japan that highlighted security risks via a survey and a white paper featuring advice on how IT professionals could overcome these risks.

Case Study

This case study explains how tech company Dell India used a carousel banner to target B2B IT buyers for its Dell Storage solution.

Case Study

This case study describes how Microsoft, a US software and tech giant, gave girls role models and raised awareness of the significant contribution of women in Science, Technology, Engineering, and Math (STEM) by celebrating all things that are 'Woman Made'.

Case Study

This case study explores Double Robotics' news-grabbing stunt to launch robotics into the Australasian market, while bolstering their name in the US and UK.

Article

This event report covers LG Electronics' approach to data analytics, measurement and social listening in the Australia market.

Article

This event report covers IBM's increasing moves into artificial intelligence and cognitive computing, a shift spearheaded by its Watson brand.

Article

This event report addresses how Watson, IBM's cognitive-computing platform, could impact marketing.

Case Study

This case study describes how the American technology company Double Robotics created a humanoid robot to showcase its expertise and break into the Australian market with a new product.

Article

This event report addresses how the marketing-research function at Microsoft is seeking to adapt in the face of new demands and changing business structures.

Article

This Company Profile from Euromonitor provides key details and analysis of Apple Inc. Included is a strategic evaluation with key facts about the American company, competitive positioning against comparative brands, and assessment of its position in the electronic retail market.

Article

This event report shows how Dell, the technology group, employed emojis to support a back-to-school marketing campaign.

Case Study

This case study reveals how Microsoft, a technology company, successfully increased brand awareness using a minimum exposure marketing strategy.

Research Paper

Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares.

Research Paper

The purpose of this paper is to expand the domain of brand positioning measurement by demonstrating how network analysis techniques are used in brand positioning research.

News

NEW YORK: Brands seeking to translate content into other languages might benefit from training their marketers to be more "global-friendly", a leading executive from Dell has argued.

Article

This event report outlines how Dell, the technology group, translates its marketing content in overseas markets – a difficult task given it aims to work in 28 languages.

Article

This Company Profile from Euromonitor provides key details and analysis of Sony Corp, the owner of brands such as Playstation.

News

LONDON/BEIJING: Motorola, the US smartphone maker acquired by Lenovo for $2.9bn last year, is seen as a strong brand but its Chinese parent company does not yet know how it should fit into its overall brand strategy, Lenovo's CMO has said.

News

HONG KONG: China's rapidly expanding middle class and the Chinese government's push to develop a consumer-led economy offer huge opportunities, the chairman of Legend Holdings has said.

Article

This event report draws on insights from Microsoft to demonstrate how brands can reach members of Generation Z – people born between 1990 and the early 2000s.