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News

NEW DELHI: Smartphones are becoming a marketing tool for some retailers and manufacturers in India, who see them as a way of pulling upgrading Indian consumers into their orbit.

News

GLOBAL: McDonald's has sponsored the Olympic Games for more than 40 years, but now the global restaurant chain is ending its association with the International Olympic Committee's TOP partnership with immediate effect.

Article

This article explores how beating ad blockers is only part of the solution, and the advertising industry has a duty to do native advertising well, in order to avoid turning off consumers.

News

NEW DELHI: Following on its budget announcements designed to boost the rural Indian economy, the Government has approved a project aimed at making 60 million rural households digitally literate over the next two years.

Research Paper

This paper demonstrates how research helped safeguard the future success and revenue of ITV, a commercial broadcaster in the UK, by developing its under-performing Video on Demand service to compete better with rivals.

Case Study

This case study shows how Philips, an electronic appliances brand, grew its air purifiers market share by making air pollution a personal issue.

Case Study

This case study describes how IBM Japan, the technology company, rebranded itself for the startup audience in order to succeed in the age of cloud computing.

Case Study

This case study describes how Duracell, the battery brand, launched a new 'simply' product exclusively in poundstores in Ireland in order to compete with cheap zinc batteries.

Article

This article outlines the development of both digital and physical retail towards a convergence of channels, where brands must have a presence everywhere that shoppers would wish to find their products.

News

BOSTON: An ad created for Hershey's, the confectionery giant, engaged viewers more than any other aired during the Summer Olympics, according to a study which tracked people's facial expressions as they watched them.

Research Paper

This article describes how a one-way understanding of sponsorship image transfer has the potential to be limited and misleading.

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 focuses on the hardware, both large and small, that could ultimately change the everyday lives of consumers, from next-generation TV sets to smart fridges and self-flying drones.

Article

This article explores the new pressures placed on marketers through unrealistic expectations, inefficiencies and outmoded practices, suggesting five ways these wrongs might be righted.

News

NEW DELHI: More global fashion brands are opening stores in India and reporting successful initial trading but continued long-term success will depend on creating products designed for the local market, according to observers.

Opinion

When I was back in Melbourne a couple of weeks ago, I saw a new Victoria Bitter beer ad on TV. Only that it wasn't.

Article

This article considers why Asian brands are generally less concerned than brands in the West with the consistency of ideas and taglines.

News

NEW DELHI: Innovation and localisation are key to success in India according to the president of Panasonic India.

News

EUROPE: White Tigers – Chinese companies with a strong business presence in Europe but little or no brand identity – are gearing up for major brand-building activity over the next couple of years, according to a new study.

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.

Case Study

This case study illustrates how the Kanagawa Prefecture, a Japanese administrative district, raised awareness and investment using the beloved character of 'Astro Boy'.

Research Paper

The purpose of this paper is to expand the domain of brand positioning measurement by demonstrating how network analysis techniques are used in brand positioning research.

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).

News

HONG KONG: Consumers in the Asia-Pacific region are twice as likely (60%) as their global counterparts (28%) to think brands can improve their quality of life while a full 82% say they can trust brands, according to new research.

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.