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News

Japan’s worsening labour shortages are leading retailers to market themselves to potential recruits, in a tactic that might need to take root in other sectors.

Case Study

International Airlines Group (IAG), an Anglo-Spanish multinational airline holding company, launched a new low-budget and long-haul airline by targeting young people who are often restricted by the cost of long-haul travel.

Research Paper

Probability-based sampling is the gold standard for general population surveys. However, when interested in more specific populations (e.g., consumers of a particular brand), a lot of research uses data from non-probability-based online panels.

Case Study

Monarch, a low-cost airline, launched 2017: The Year of Nice, a campaign in the UK to increase brand awareness, sales and improve consumer perceptions.

Case Study

A brand redevelopment project helped reposition Glasgow Prestwick Airport in the UK as a modern transport hub with close links to Scottish heritage.

Article

This Company Profile from Euromonitor provides key details and analysis of Ryanair Holdings Plc.

Article

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Article

This Company Profile from Euromonitor provides key details and analysis ofInternational Airlines Group, the owner of brands such as British Airways and Iberia.

Article

This article argues that marketers must use customer journey mapping to achieve more than just smoothing the path to purchase; it should also be an opportunity to disrupt and influence.

News

LONDON: Ryanair, the low-cost airline, focuses its marketing efforts on SEO and content marketing in order to drive traffic to its website rather than higher cost activities that are open to fraud and which deliver questionable metrics, its CMO has ...

Article

In this article, the author argues that marketers should start with the desired customer experience, not with all the new technology available.

Opinion

You know that situation where you find yourself in the same meeting with someone you've met several times, but find it too embarrassing to ask their name at this late stage? For many marketers, digital is that person.

Article

This Company Profile from Euromonitor provides key details and analysis of Southwest Airlines Co. Included is a strategic evaluation with key facts about the American company, competitive positioning against comparative brands, and assessment of its position in the transport category.

Article

This article examines how to exploit friction to maximise customer satisfaction.

Case Study

This case study shows how Eurotunnel Le Shuttle, a transport service between the UK and Europe, step-changed its advertising performance, driving business growth at competitors' expense.

Article

This article explores how to revitalise a brand, a high-value and desirable pursuit that can deliver business results without the risks of new product development.

Article

This Company Profile from Euromonitor provides key details and analysis of Air France. Included is a strategic evaluation with key facts about the Paris-based company, competitive positioning against comparative brands, and assessment of its position in the travel and tourism market.

Research Paper

This paper studies research methods that combine behavioural data and survey data collection, in order to provide a better understanding of product markets.

News

LONDON: Brands can increase customer loyalty while also boosting the likelihood of repeat business and brand advocacy if they can offer an emotional connection with consumers, a new study has found.

Article

This essay argues that agencies are fundamentally optimistic, while boardrooms are rather more glass-half-empty; agencies look to optimise while boardrooms prefer to limit damage, so agencies should use this paradigm to prove their value as 'immunisers'.

News

LONDON: Ad blocking appears to be moving into the mainstream in the UK, according to a new report which estimates that 27% of internet users, or 14.7m people, will install ad avoidance software by the end of next year.

Article

This article argues marketing must adapt to the 'era of personalisation' by understanding that its best opportunities rely on growing the brand and moving beyond personalised messages – not optimising sales.

Article

This article describes how the origins of brand equity come from within an organisation and explores the important role that marketers can play in getting this right.

News

NEW YORK: In an increasingly complex world, consumers value simplicity, with 63% more likely to recommend a brand for that reason while 69% are prepared to pay more to get a simpler experience.