Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index


76 results found
Sort by

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Article

This event report discusses some of the challenges facing newsbrands, including the rise of "fake news", falling trust in media, ad fraud and questionable metrics from some of the main digital players.

Research Paper

Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.

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 consumer electronics company, Sony.

Article

This article explains how brands get the most benefit from broadcast sponsorship when they develop it into a partnership, building a close association between program and brand with exclusive content and new products.

Case Study

This case study describes how Canon, the camera manufacturer, involved consumers in a film festival competition to grow relevance in the US.

Research Paper

This investigation builds on previous research streams to introduce a new concept – programme–ad congruence – into advertising research.

News

TOKYO: Automotive and electronics brands dominate the top ten Japanese global brands while telecoms and financial services lead the field among the country's domestic brands, according to Interbrand.

Case Study

This case study describes how Samsung, the mobile technology manufacturer, launched a new camera with a social media sharing function, targeted at millennials.

Article

This report draws on insights from a survey of 7,000 wealthy Asian shoppers conducted by Agility Research & Strategy.

Case Study

With this campaign, Canon aimed to generate greater brand engagement with its EOS camera range in the US through storytelling.

Case Study

This case study describes the approach developed by Diageo, the drinks group, to create a platform and branded content to encourage elite Asia Pacific consumers in the luxury whisky market to engage with a new variant of Johnnie Walker, Diageo's upmarket whisky brand.

Article

This article highlights four common misunderstandings that Chinese marketers have of the overseas view of China and its brands.

Article

This analysis is based on the 2012 IPA Effectiveness Awards and looks at the effectiveness of emotional campaigns.

Case Study

Nikon has a long history as a premium camera manufacturer strongly associated with professional photography, but this 'pro' image was alienating broader target groups, rather than being an attraction.

News

BRUSSELS: Havana Club, the Cuban rum, and M&CSAATCHI.GAD, its agency, won the Grand Prix at the EACA Euro Effies 2012 for a multimarket campaign seeking to engage "urban cultural explorers".

Case Study

Nikon, the Japanese camera manufacturer, needed to win a new audience of young mothers and child-less, design-literate consumers with its launch of the Nikon 1 smart camera model.

Opinion

Summer's officially over, Labor Day celebrated, so welcome back to work. We hope you had the chance to follow Mr.

Article

Social media has spawned a number of hybrid fan-consumer communities, to the extent that brands that use celebrity endorsement are banking on the lucrative overlap, growth and evolution of these communities.

Case Study

Canon faced multiple threats to its digital SLR camera business, including price pressure, fragmentation of the entry-level market and lack of new technology.

News

NEW DELHI: Samsung, Apple and Sony are among the leading electronics brands in India when it comes to online purchase levels, new figures have shown.

Case Study

Canon, a long-time leader in imaging, found itself with the right DSLR photography technology, but needed to redefine the role of the brand in the US market – particularly at the high end – in order to compete with its rival, Nikon, and a variety of other devices, such as smartphones, that now captured images.

Article

A case study covering MESH Planning's work with Sony in the UK, with activity focusing on the launch of a new digital camera.

Article

This summary highlights emerging technologies and their relevance to marketers. It describes what each technology is for, who will use it, its role in the purchase decision journey, the competitive space, partners, campaign examples and brand opportunities.