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Article

Summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Article

Summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.

Article

Summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Article

This article provides marketers with information and guidance about scheduling TV ads.

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

Brands can make their assets work harder if they follow certain key rules – Martin Guerrieria, Global BrandZ Research Director at Kantar Millward Brown, explains their influence.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Article

Explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

Article

Provides marketers with information and guidance about determining the optimal TV ad length.

Article

Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Case Study

Beauty brand Pond's used an influencer strategy to launch a new skincare product in Indonesia.

Research Paper

Facebook, the social network, and Saïd Business School at the University of Oxford partnered in the UK to look into whether social media can build brands.

Case Study

Vivo Ads, a mobile media platform, attracted advertisers to its platform by launching ‘The Vivo Ads Challenge’ in Brazil.

Case Study

Shampoo brand Clear Men Anti-Dandruff ran a mobile campaign in Indonesia to generate brand awareness and increase engagement among its target audience of 18- to 34-year-old sport-minded males.

Article

Provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

Article

This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.

Case Study

With an inspirational digital campaign in Indonesia, Axe, the Unilever deodorant brand, launched a repositioning drive to change its brand image from one that helps men get the girl, to one that helps men find their own magic.

Article

Details why and how leading brands continue to raise the bar on expectations for customer experience at every touch point – both online and offline – by seeking strategic, long-term partnerships.

Case Study

easyJet, the British low-cost carrier airliner, focused on brand building through data and tech in the UK.

Case Study

Maybelline New York, the makeup and cosmetics brand, maximised the use of its new endorser, William Chan, to drive sales of its new Color Sensational lipstick range in China.

News

Tech giant Apple is joining forces with Oscar-winning studio A24 to produce a slate of original, feature-length films in a move that is expected to ramp up its competition to the likes of Netflix and Amazon Prime.

News

Apple has overtaken Google to be named the most valuable brand in the US, according to new analysis from WPP and insights agency Kantar Millward Brown.

Opinion

Kantar Millward Brown research into the last three years of TV Christmas ads in the UK explores what successful spots do, and what distinguishes an effective strategy at this time of year from ads at any other time.