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Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

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.

Article

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson Inc, the owner of brands such as Listerine, Johnson's Baby and Neutrogena.

News

LONDON: Heritage British brands head YouGov’s first UK brand health rankings, with high-end retailer John Lewis in first place, followed by the BBC’s iPlayer service, in contrast to the young tech brands that dominate the global ...

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Opinion

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

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

Article

This article looks at how brands can creatively invest over the long term to improve their return on investment.

Article

This article discusses how Patanjali, an FMCG challenger brand, built success in India through social media and the fame of its founder, spiritual yoga guru Baba Ramdev.

News

GLOBAL: Emerging markets now account for 51% of global spend on FMCG, rising from 48% in just three years, according to new figures from Kantar Worldpanel.

Opinion

Mark Inskip, Global CEO, Kantar Futures, takes issue with those who reject the Chief Growth Officer title.

News

NEW DELHI: Patanjali Ayurved, India's home-grown FMCG brand, has announced earnings of Rs 10,561 crore for FY17, placing it second only to Hindustan Unilever in revenue and well ahead of its other international FMCG rivals.

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 Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive Co, the owner of brands such as Ajax, Palmolive and Suavitel.

Article

This Company Profile from Euromonitor provides key details and analysis of Church & Dwight Co, the owner of brands such as OxiClean, Xtra and Arm & Hammer.

Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Sofina, Merries and Biore.

Article

The article explores the astonishing rise of homegrown Indian FMCG giant, Patanjali Ayurved, and how the company is building an alternative, natural brand to multinational competitors - and winning.

News

GLOBAL: Colgate-Palmolive, Kellogg, L'Oréal, Microsoft and PepsiCo are just some of the leading brands to be judged as among the most ethical in the world, according to a new report that also includes several less-known names.

Article

This event report outlines how The Hershey Company, the confectionery manufacturer, has sharpened its strategy for building brands.

News

NEW DELHI: The value of effective crisis management has been demonstrated in the 2016 rankings of Brand Equity's Most Trusted Brands, as Maggi, the noodle brand pulled from the shelves in 2015, recovered from 95th to 25th position.

News

NEW DELHI: India's online video platforms are united in vying for the attention of the nation's children but divided in their strategies, which may or may not involve the use of apps and advertising.

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.

News

LONDON: In an age of social media, it is understandable that marketers devote so much effort to digital channels for the launch of new products, but a new report has shown how important good package design remains to be successful.

News

BEIJING: A total of 22 FMCG companies reach more than 100m urban Chinese households according to Kantar Worldpanel data, with Procter & Gamble heading the list.