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Article

Explores some of the manifestations of Asian millennials' influence and what they could mean for marketers in 2019.

Article

India’s marketers are looking toward influencer marketing, but with the scene still being somewhat of a ‘Wild West’, how can they succeed?

Case Study

Samsung, the mobile and smartphone manufacturer, grew sales and improved public opinion by running an advertising campaign in Indonesia focusing on the emergence of high-definition video in its products.

Case Study

Samsung used social media to highlight the existence of its Technical Schools initiative and drive brand visibility in India.

Case Study

To promote its Galaxy A9 Pro smartphone in India, Samsung used a unique campaign to break out of the battery war and stand apart from the competition.

Case Study

Mobile phone brand Samsung used a personalised digital campaign to defend its position and drive purchase of its new Galaxy A 2017 smartphone in Indonesia.

Case Study

Telco network Circles.Life used an unorthodox execution to shake up the competition and increase market share in Singapore.

Article

Looks at the trends in internet usage, tech ownership and the connected home in Great Britain in Q3 of 2018.

News

India’s smartphone market continues to record powerful growth, new data shows, with Chinese handset brands dominating the market by sales.

Article

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Research Paper

Voice technology, used in products such as Amazon’s Alexa, makes for a faster user experience and has potential to become a dominant mode of accessing the internet – but brands wishing to capitalise on it need to adapt their marketing models.

Case Study

Huawei, a telecommunications company, change perceptions of the brand which led to a market share increase in the CEE region.

News

China’s Tmall online shopping service has struck a partnership with ten international market research companies, as Alibaba extends its offering yet again in a fiercely competitive e-commerce market.

Case Study

LG, an electronics company, became the most visualized brand in national media that was forged by its closer relationship with technology journalists in Chile.

Case Study

Philips, a technology company, grew its market share in Russia by linking its headphones product with productivity websites.

Opinion

How can experience be truly effective in a digital era. Experience is in fact one of the most effective ways to create meaningful relationships with consumers, but the cost of physical reach is high and metrics often too ambiguous to justify budget.

Case Study

Vodafone Ireland, a telecommunications company, used emotion over the long term to build brand value and resist commodification.

Case Study

O2, a telecommunications brand, developed an offer for its UK iPhone customers that led to over half of all new and upgrading iPhone 8 customers to increasing their tariffs to get the deal.

News

Some of the biggest advertisers in the world have joined forces with at least three major agencies to form a new organisation that aims to clean up digital marketing.

Case Study

Asus, an electronics company, devised a campaign in India that positioned the Asus Zenfone 5Z as a category-redefining flagship and created buzz for a phone that was months away from launch.

Case Study

Noblex, an electronics manufacturer, increased sales of its 4K HD TVs in Argentina by launching a promotion during the 2018 Football World Cup that offered refunds if the national team didn’t qualify.

Article

Discusses the changing approach to brand architecture from brands in Asia.

Article

Examines the shift from the hierarchical organisation of a classic brand architecture to a network-type structure built on the foundation of technology, data and analytics.

Article

Looks at the hyper-competitive digital environment, which changes the application of the principles of brand architecture in a number of important ways.

News

Apple and Google have again been named as the world’s two most valuable brands, but the big news is that Amazon is now ranked third after achieving brand value growth of 56% over the past year, while Facebook’s valuation declined by 6%.