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Article

This Company Profile from Euromonitor provides key details and analysis of Molson Coors. Included is a strategic evaluation with key facts about the Canadian and US company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

News

CANNES/NEW YORK: AB InBev, the US beer-brewing conglomerate, is shifting the focus from advertising through interruptions toward creating content that will attract people by pitching series ideas to channels and creating spectacles that people will ...

Article

This event report looks at how brewer AB InBev approaches its content and entertainment strategy.

Article

This Company Profile from Euromonitor provides key details and analysis of Anheuser-Busch, the owner of such brands such as Beck's, Stella Artois and Budweiser.

Case Study

This case study shows how Kronenbourg 1664, a beer brand, successfully increased sales by developing a humorous background focused branding strategy in the UK.

News

SYDNEY: Building an innovation culture at a large brand begins with hiring the right people, a senior executive at Anheuser-Busch InBev has said.

Article

This article covers how Anheuser-Busch InBev (AB InBev), the beverage company, has adopted an innovation culture, including experiential marketing and establishing an in-house innovation lab.

Research Paper

This paper describes a Brand Audit for Ambev, the Brazilian brewing company, that covered its own premium brands and those of its main competitors, using a methodology analysing social media output.

Article

This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.

News

LONDON: British consumers are more concerned about rising living costs than the consequences of Brexit, or the UK's departure from the European Union, according to a new report that finds this surprising since the two issues are interlinked.

News

LONDON: In the argument about whether salience is more important than loyalty, people can easily lose sight of the fact that both are vital to marketing success, a leading industry figure has said.

Article

This article posits that the marketing industry is too focused on the choice between creating salience and building loyalty, when in fact both are vital to maximising marketing effectiveness.

Article

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

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.

News

CHICAGO: Anheuser-Busch InBev, the brewing giant, is pursuing a "fewer, bigger, bolder" strategy as it seeks to maximise the return from its sponsorship investment.

Article

This article explains how the UN Global Goals have provided brands with the opportunity to decide how to take positive action in the world and connect with the needs and values of their target audience.

News

LONDON: Short-form mobile video creative of about six to eight seconds delivers on average 36% higher engagement levels than long-form, and it also delivers the best return on driving traffic, a new study has found.

Article

This event report addresses why Anheuser-Busch InBev, the brewer, is aiming to tap into the growth of soccer in the US.

Research Paper

The way in which quantitative research and qualitative research are conventionally contrasted with each other runs along familiar lines – the former is seen as offering ‘hard’, ‘factual’ data, while the latter is depicted as softer, as providing deeper insight, but at the expense of being necessarily more ‘interpretivist’ and ‘subjective’ in its approach.

Article

This article argues for the importance of packaging in brand-building as part of the marketing mix.

Article

This Company Profile from Euromonitor provides key details and analysis of Diageo, the owner of brands such as Guinness.

Research Paper

This article describes how 3, the UK mobile operator, shifted its advertising strategy from a rational, persuasion-based model to a seductive, emotional approach based on behavioural science, which grew its brand considerably.

News

MEXICO CITY: Beer brands feature strongly in the upper reaches of a ranking of the most valuable brands in Latin America with Skol topping the list.

News

LONDON: The UK public is really only interested in tennis for two weeks a year during the current Wimbledon tournament and is likely to remain largely indifferent to the marketing efforts of many brands that have associated themselves with the ...

Article

This article explains how brands can use behavioural economics to be more successful.