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Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Article

This article details how consumers respond when ads appear next to inappropriate content, based on a survey from the CMO Council and Dow Jones.

Article

This paper discusses how best to manage agencies from a client's point of view; including an overview of relationship models, and recommendations on effectively managing outsourced communications.

Case Study

This case study shows how Royal Challenge, an alcoholic drinks brand, used celebrity sportsmen to successfully increase its brand profile in the Indian market.

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.

Case Study

This case study shows how Under Armour, a sports gear brand, developed a multi-channel campaign for its newly created female focus sportswear line.

Article

This article argues that ad agencies are suffering from a lack of differentiation and must avoid the negatives of commoditisation by reinventing themselves.

Article

This article describes how most sport fans would be receptive to increased levels of sports sponsorship if the brands were to act more like fans themselves and explores this insight to investigate the five new dynamics of effective sports sponsorship.

Article

This event report demonstrates how Under Armour, the sports apparel brand, in partnership with agency Droga5, effectively connected with female consumers despite the brand’s overwhelmingly masculine heritage.

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 event report shows how Newton Running, a challenger brand in the athletic footwear space, is using social media to stand out from the category’s big players.

News

NEW YORK: Reebok, the sporting-apparel group, has successfully harnessed employee advocacy to spread the word about its refreshed brand positioning on social media.

Article

This event report addresses how Reebok, the sporting apparel group, drives employee advocacy around its core brand positioning of improving fitness.

Article

This Company Profile from Euromonitor provides key details and analysis of Adidas AG. Included is a strategic evaluation with key facts about the German company, competitive positioning against comparative brands, and assessment of its position in the clothing and accessories market.

News

BENGALURU: Leading sports brands are recruiting athletes as sales staff in India and reporting a significant uplift in sales as a result.

News

LAS VEGAS: Tomorrow's "fight of the century" between Floyd Mayweather Jr and Manny Pacquiao has attracted the attention of brands keen to be part of an event that may generate upwards of $500m.

Article

This event report addresses Mizuno USA's efforts to activate its brand purpose and find a new way of connecting with running enthusiasts.

Case Study

This case study explains how Lucozade Sport, the drinks brand, created a content and social media strategy to build its positioning as enhancing performance during the 2014 football World Cup.

Article

This event report shows how CrossFit, the fitness group, has built its brand through word of mouth and a singular focus on its distinctive approach to exercise, rather than via traditional marketing.

News

HERZOGENAURACH: Adidas, the sports brand, has turned its marketing organisation "upside down" to let groups in charge of running shoes and its Originals casual brand run their own campaigns, according to the CEO.

News

MUMBAI: Brands in India are expected to take advantage of increased opportunities to associate themselves with movies and a range of sports in 2015, according to a new report.

Article

This article discusses two emerging trends - status deniers and brand fanatics - both of which are developing from the diversification of status and the shift towards more 'democratic' signifiers.

Case Study

This case study describes how McVitie's, the biscuit brand, used a health-based message in india to increase its share of mind against a dominant competitor.

News

MUMBAI: Nickelodeon, the children's television channel, is exploring ways to extend its reach among the target audience and to bring more advertisers on board as a result.