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Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

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.

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel KGaA, the owner of brands such as Persil and Purex.

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.

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.

Article

This article summarises Warc's latest adspend forecast for India, extending to 2016 and 2017.

Article

This article reveals how Persil, the laundry detergent brand, found a fresh insight that would revive its 'Dirt is Good' campaign and resonate across markets.

Case Study

This case study shows how Media Markt, Germany's largest consumer electronics retail chain and online shop, created an innovative and funny live marketing event.

Article

This Company Profile from Euromonitor provides key details and analysis of Avon Products. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the toiletries and cosmetics market.

Research Paper

Sponsorship activations can differ either according to their focus (on the brand versus on the event), or their scope (promoting a product versus a corporate image).

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel KGaA, the owner of brands such as Dial, Right Guard and Schwarzkopt.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Tide, Ariel and Febreze.

Article

This Company Profile from Euromonitor provides key details and analysis of Lion Corp, the owner of brands such as Top, Look, Softlan and Charmy.

News

NEW YORK: With a week to go before the Super Bowl, 15 brands have thrown their hat into the advertising ring for the first time, some ready to blow the annual budget on one throw of the dice.

Research Paper

This paper examines the impact of technology on memory, including how smartphones have changed consumer behaviour and how this might affect the ability to remember information, including brand messaging.

Research Paper

Using the case study data of the South Korea 2002 and 2006 World Cup sponsorship campaigns, this study examined (1) whether more favourable sponsorship response occurs as image congruence between a sponsor and the World Cup increases, and whether (2) consumer attributions of a sponsor’s motives in sponsoring the World Cup and (3) a sponsor’s perceived fit in aiding World Cup cheering events, namely cheering event fit, moderate image congruence’s effects on sponsorship response.

Article

Compiled by Effie Worldwide and Warc, the Effie Effectiveness Index recognizes the importance of marketing effectiveness by revealing which companies were the most successful at creating ideas that delivered results.

Article

A conference report presenting advertiser and agency campaign case studies from IAB Interact 2012, organised by IAB Europe, the digital marketing trade body.

Case Study

Purex Complete Crystals Softener was introduced in January 2011 at Walmart. The natural crystal-based fabric softener provided long lasting freshness, but it carried the highest price tag in the category.

Research Paper

This article examines a research project conducted by TNS Poland on behalf of BAT Poland in summer 2011.

News

NEW YORK: Brand owners like Procter & Gamble, Sun Products and Henkel are all competing in a new section of the laundry market, in a test case for whether a "first mover" advantage pays off.

Article

This paper discusses advertising to women and the female audience. The following points are highlighted: the position of women in society has changed profoundly in recent years, men and women have statistically different cognitive styles, and different female cohorts respond to ads in very different ways.

Article

Our love affair with social media may be starting to cool, as witnessed by Twitter's threat to pass users' details to the authorities in the UK superinjunctions debacle, and Adam Curtis's documentary, All Watched Over By Machines Of Loving Grace.