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Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This event report considers a number of aspects of behavioural science thinking that have possible applications in marketing.

Case Study

This case study explains how Subaru, the car company, helped American national parks end landfill with a documentary film, website and social media.

News

LOS ANGELES: REI, the outdoor goods retailer, will close its stores on Black Friday for a second successive year – and has built on last year's program of encouraging people to spend the day outside by building a network of around 300 partners.

Article

This event report outlines how REI, the outdoor goods retailer, has boosted its brand by turning its underlying brand beliefs into concrete marketing programs.

Case Study

This case study shows how Nissan, a car brand, successfully increased sales by engaging some of its core customers in unusual locations in Japan.

Case Study

This case study explores how the Subaru Outback differentiated itself from its SUV competitors in Canada by positioning itself as "authentic" – in comparison to "faux" – when it came to adventures.

News

SCHAUMBURG, ILL: Auto manufacturers are seeing an increase in loyalty among consumers, a new report has found, and, beyond the merits of individual brands, finance options have a role to play.

News

SOUTHFIELD, MI: More than half (52.8%) of US car buyers kept to the same brand when buying a new vehicle in the first quarter of 2015, the highest loyalty rate for a decade, according to analysis of recent car sales.

Article

This article argues that in a 'new marketing age', brands need to compete for people's attention with more things than ever before - and need to do so by delivering an extraordinary performance.

News

HOLLYWOOD, FL: Subaru, the automaker, has seen considerable success from integrating its brands into various content on TV and the web – thanks in large part to following a three-point formula in this area.

Article

This event report outlines how Subaru, the automaker, has integrated its brand into both broadcast and online content.

Case Study

This case study demonstrates how Subaru Forester, the SUV brand, used a rally driving event to grow awareness and sales in Canada.

Case Study

This case study describes how car manufacturer Audi combined technology and prestige in a single idea to make the lives of potential premium-model Audi buyers easier and help the brand make an impact in a competitive market in Brazil.

Case Study

This case study describes how Subaru differentiated its new BRZ car model in Canada, in competition with an almost-identical car model by a different manufacturer.

Case Study

This case study describes a campaign by Subaru, a car manufacturer, to promote launch of a new SUV car model, Forester, targeting 30-49 year old couples in Canada.

News

TOKYO: Automotive and electronics brands dominate the top ten Japanese global brands while telecoms and financial services lead the field among the country's domestic brands, according to Interbrand.

Article

This report covers the opening talk given by Randall Rothenberg, US IAB president/ceo, at the IAB MIXX Conference held in New York.

Case Study

Volkswagen (VW), the automaker, had high awareness but low consideration in Australia, so it needed to make its vehicles more relevant by changing perceptions of the brand from "euro-niche" to mainstream.

Article

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of Lesbian Gay Bisexual Transgender marketing.

Article

This article discusses research related to mobile advertising and the uptake of "showrooming" among consumers.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.