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Article

This Company Profile from Euromonitor provides key details and analysis of Japan Tobacco Inc, the owner of brands such as Camel, Winston, Mild Seven and Glamour.

Article

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.

Case Study

This case study shows how Toyota's brand, RAV4, re-established its credentials in the SUV category to rejuvenate the declining brand in the Australian automotive industry.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

Case Study

This case study shows how Visit Qatar, a tourism organisation, was able to rebrand Qatar as a sought after destination for Eid celebrations and successfully increase its number of tourists.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Case Study

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.

Case Study

This case study details how Toyota, a car manufacturer, reinvigorated its RAV4 compact SUV brand in the Australian market.

Article

This event report outlines how IT'SUGAR, the candy retailer, hopes to transform influencer marketing to the benefit of its brand, customers and marketing partners in the US.

News

AMELIA ISLAND, FL: IT'SUGAR, the candy retailer, has successfully engaged the young adult audience with a bold strategy that includes everything from provocatively named products to adopting an unapologetic brand positioning.

Article

This event report outlines how IT'SUGAR, the U.S. candy retailer, has built a distinctive brand by mixing boldness with an “unapologetic” philosophy.

News

NEW YORK: Healthy brands are best defined in terms of experiencing "year-on-year growth in brand sales over the long term", according to a new study published in the Journal of Advertising Research (JAR).

Research Paper

Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.

Case Study

The case study explains how Commonwealth Bank of Australia (CBA), the largest banking institution in Australia, was able to reach a younger audience through a community-driven integrated campaign.

News

HOLLYWOOD, FL: GEICO, the insurance provider, has benefited from adopting a "multifaceted" approach to storytelling that uses various characters to show off the diverse components of its brand.

Article

This event report addresses how American Family Insurance stands out in the cluttered and competitive insurance category.

Article

This event report focuses on how GEICO, the insurer, has used a distinct storytelling strategy to engage consumers.

Article

This paper is a guide to help ad developers produce ads in an HTML5 format that meet IAB creative guidelines for desktop and mobile display ads.

Case Study

This case study explains how Tourism Northern Territory, a government body, increased visitor numbers to the Northern Territory (NT) in Australia by reframing the area as a place you 'do' rather than 'go' or 'see'.

Opinion

What is the single common thing that drives every social media strategy? A belief in the power of word of mouth? People? Measurable objectives? Facebook? Nope.

Case Study

This case study shows how, to celebrate the spirit of positive change and optimism resulting from the Arab Spring, Coca-Cola launched 'Today I Will', an initiative aimed at unlocking individual potential whilst staying true to the values that shape Middle Eastern society.

Article

This article discusses how social media briefs lead to social media strategies, arguing that a deeper analysis of the brief will lead to a better strategy.

Research Paper

This article discusses how consumers differentiate competing brands of similar utilitarian values on the basis of a brand’s cultural association, namely brand ethnicity, and examines how the perceived brand ethnicity influences consumers’ brand preference and choice.

News

LONDON: Leading tobacco companies are investing in electronic cigarettes as analysts predict that vaping – using a vaporiser to inhale flavoured nicotine – could overtake smoking within a decade.

Article

This report provides insight and analysis from a macro-economic perspective of M&A activity across the key consumer products sub sectors, using M&A data provided by 36 leading European companies.