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Case Study

This case study describes how premium household appliances manufacturer Miele pushed its image in Italy beyond the communication pillars of price and performance, with a campaign based on a story about fashion.

Case Study

This case study describes how Finish UK, a UK dishwashing detergent category leader, used a TV ad to change the perceptions of the brand and reversed sales decline.

Article

This Company Profile from Euromonitor provides key details and analysis of General Electric Co. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the household goods market.

Article

This article predicts that in the future communications strategy will play a leading role in designing total consumer experiences - 365-day thinking - and lists four practical steps agencies can adopt to pursue this.

Case Study

This case study outlines how Samsung leveraged the growing lifestyle aspirations of young Vietnamese consumers in order to break the monopoly of Japanese brands within the home appliances category.

Article

This article examines how marketers are embracing new technologies to create engaging and immersive campaigns, using six different examples and the lessons learned in each one.

Article

This event report explains why General Electric, the 130-year-old conglomerate, believes it is on the cusp of a "golden moment" from a branding perspective.

Article

This Company Profile from Euromonitor provides key details and analysis of Electrolux AB. Included is a strategic evaluation with key facts about the Swedish company, competitive positioning against comparative brands, and assessment of its position in the electrical appliances market.

News

NEW YORK: Marketers, agencies, publishers and ad tech providers must "reach across the aisle" to help solve common problems and maximize the impact of new technology for brands, according to Amanda Richman of Starcom.

Article

This Company Profile from Euromonitor provides key details and analysis of Arcelik AS, the owner of brands such as Beko, LKA and Blomberg.

Article

This article argues that to win the loyalty of millennial consumers, brands should deliver exceptional products and services that are relevant, personalised and adaptable.

Article

This Company Profile from Euromonitor provides key details and analysis of Haier Group. Included is a strategic evaluation with key facts about the Chinese company, competitive positioning against comparative brands, and assessment of its position in the household goods market.

Article

This Company Profile from Euromonitor provides key details and analysis of Whirlpool Corp, the owner of brands such as Maytag and KitchenAid.

Case Study

This case study describes a campaign in the US by Bissell, a floor care company, which used a social media strategy to halt a decline in sales of its core product.

Article

This article reviews 'The Social Media MBA in Practice', a book which discusses ways in which brands have been bold with social media.

Research Paper

This paper discusses recruitment methods for Market research Online Communities (MROCs), arguing that by taking a new approach such communities can generate more insights for less investment.

Article

This article describes recent trends in Mexico, including high penetration of smartphones and tablets, the rise of the middle class and preference for local brands.

Article

This article discusses the differences in food preferences within Asia-Pacific. The Asia-Pacific region accounts for 40% of global food retail sales.

Article

This book argues that, despite noisy arguments to the contrary, capitalism has shaped the modern world for the good and continues to have the power to effect positive change for both individuals and societies.

News

NEW YORK: Unilever, UPS and Nike are among the companies making the most progress in the area of sustainability, all while driving revenue growth, a report has revealed.

Article

A green brand strives to have the following attributes: ecological, equitable and economic.

Article

Branded content was a recurring theme at the Spikes Asia festival in 2012, where Michael Hilliard of Finch and Ben Flint at Fuse (part of OMG) discussed in detail what they thought separated good branded content from the rest.

Case Study

Electrolux wanted to make vacuum cleaners from 100% recycled plastic, but could only manage 70% because of a worldwide shortage of recycled plastic.

Case Study

Since its entry into the Australian market, New Zealand brand, Haier had seen consistently low brand measures, poor sales results and consequently little retailer support.

News

BEIJING: The battle to attract middle class shoppers is resulting in "local upstarts" and "global aspirants" challenging established multinational brands, especially in China.