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Article

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

News

BEIJING/LONDON: More than 6m Chinese are expected to travel abroad during the Spring Festival, with the UK among the top destinations for wealthy consumers keen to escape the country's pollution and tap into their love of British brands.

Case Study

This case study describes how M&S Food, a premium food retailer in the UK, launched a campaign to reposition itself, better target consumers and return to growth.

Case Study

This case study describes how MasterCard, a global electronic payment brand, sponsored the 2015 Rugby World Cup in the UK to increase brand consideration and card spend among affluent consumers.

Case Study

This case study explains how MasterCard, the financial services company, created '44 days of craziness' to connect with rugby fans during its sponsorship of the Rugby World Cup.

Article

This Company Profile from Euromonitor provides key details and analysis of LVMH Moët Hennessy Louis Vuitton, the owner of brands such as Christian Dior, Givenchy, Guerlain, BeneFit, Fresh and Make Up For Ever.

Article

This article uses the example of UK retailers M&S Food and Holland & Barrett to show how brick-and-mortar retailers can revitalise by building on their strengths to deliver a unique offline experience.

Case Study

This case study explores how Twinings used innovative packaging to launch a new premium tea range that would take advantage of the nascent super-premium segment of the UK tea market.

Case Study

This case study shows how M&S Food, a British supermarket brand, successfully rebranded its own image towards building a stronger identity and grow its sales.

Case Study

This case study describes how Visa China appealed to the new generation of Chinese travellers to encourage the use of its credit cards on their trips abroad.

Case Study

This entry outlines how Sage by Heston Blumenthal, Breville Group's range of high-end kitchen appliances, was launched into the UK by focusing on 'food thinking' and stimulating interest in the products when customers were at the research stage.

Article

This event report discusses how Harrods, the iconic department store in London, is using gamification to engage consumers.

Case Study

This case study describes how Fortnum & Mason, a long-running specialist premium food store in London, invested in a redesign that would dramatically increase sales of its tea ranges.

Case Study

This case study explains how a focus on design helped gourmet popcorn brand Joe & Seph's to create a new market for popcorn in the UK and export the brand to 15 countries.

Article

This article explains how the world of contemporary art can be a rich source of new perspectives on current trends, as a significant proportion of the super-rich's wealth is invested in it.

Article

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

Article

This article highlights some corporate social media blunders and offers advice for brands to avoid embarrassment, including a crisis management protocol.

Case Study

This case study describes how Sacred gin, a luxury gin product, redesigned its bottle label to reinforce its premium positioning, make it more attractive on the bar, and communicate its brand story.

Case Study

This case study describes how a new brand, Croots, was created for AC Supplies, a English maker of canvas and leather bags and accessories.

Case Study

This case study describes a limited edition packaging design for Beefeater London Dry Gin, the alcoholic drink owned by Pernod Ricard, for sale during the 2012 Olympic Games.

Case Study

This case study describes a launch campaign in the UK by Beyond Dark, the chocolate brand, which compared its product to different types of pleasure.

Article

This report looks into the roles of trust and dynamism in appealing to consumers, as the combination of trust and dynamism make the future purchase index more than double, when compared to brand trust alone.

Case Study

This case study describes the launch in the UK of Beyond Dark, a new dark chocolate brand, which targeted women with an emotional claim.

Article

This article examines five areas that offer new sources of growth and how businesses can assess the opportunities they might present in a structured, systematic way.

News

SHANGHAI: Discount outlet malls selling excess inventory from leading upmarket brands have become a fast-growing segment of the Chinese retail market and are attracting investment from overseas.