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Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

Case Study

This case study describes how car-maker Volkswagen created an online and print campaign, using real-life advocates, to change its brand narrative in India.

Case Study

This case study shows how AFF Suzuki Cup, a biennale regional football tournament in the South East Asia region, successfully expanded its engagement with football fans through social media.

News

MUMBAI: Samsung, the South Korean consumer electronics giant, is the brand that Indian consumers trust the most, according to a listing of 1,000 brands in the country.

Research Paper

Conventional advice when targeting older adults is to use factual, rational appeals over emotional appeals due to age-related differences in information processing.

Research Paper

This paper addresses how surveys can create engagement in order to reduce boredom and keep survey respondents engaged in the answers, thereby providing better data.

News

MUMBAI: A ranking of the most valuable Indian brands is dominated by conglomerates with the leading ones looking beyond the bottom line to other factors such as reputation, purpose and social responsibility, according to a new study.

Research Paper

Current practice in the field of neuromarketing either regards physiological measures as superior to self-reporting or uses just one type of measure.

Article

This article contrasts the most commonly held assumptions about brands from developing and emerging (D&E) markets with the reality.

Article

This article explores best practice in the area of experiential marketing, arguing that it is a technique, not a channel, putting the idea first, and thinking about media second.

News

NEW DELHI: Amazon has been named as the "buzziest brand" in India, even though the US e-commerce giant has been operating in the country only since June 2013.

News

MUMBAI: Advertising expenditure in India grew an impressive 17.6% to Rs. 43,991 crores (US$7.2bn) in 2015 and is expected to increase another 16.8% to Rs.

Case Study

This case study shows how Venue Pro, a tablet brand in Japan, seeded editorial features about the product in a subscriber publication to generate leads for sales from business customers.

Case Study

This case study shows how Fiat, a car brand, managed to grow awareness and sales by targeting a younger Indian audience through a rebranding campaign.

Research Paper

This paper explains the research process undertaken to understand more about the effective role of visuals and to identify the best icon set for use in surveys.

News

SINGAPORE/NEW DELHI: Maruti Suzuki has emerged as the most influential auto brand in India, according to new rankings that also found a significant number of brands improved their scores by double-digits in 2015.

News

MUMBAI: After the Reserve Bank of India last week delivered an upbeat assessment of consumer sentiment in the country, analysts and senior business executives have expressed confidence about the outlook for the rest of the year.

News

LEEDS: Brands spend more than £220m a year sponsoring the shirts of players in the top two divisions of English football, yet at least 30% of that investment is being wasted through a failure to engage with fans, new research has stated.

News

NEW DELHI: Some foreign car brands are overly dependent on sales of their flagship models in India while others have yet to achieve significant awareness, suggesting that a marketing rethink may be necessary.

Case Study

This case study explains how Toyota, the car company, introduced a subsidiary model in Peru, filling a gap within the SUV class within its brand portfolio.

Case Study

This case study describes how Maruti Suzuki India Ltd (MSIL) addressed a downturn in the Indian car market, re-stating its credentials as a value-for-money model by focussing on fuel efficiency.

Case Study

This case study describes how Celerio, the car company, launched a new entry-level hatchback model in India by focussing on technological advances and an aspirational message.

Article

This event report discusses early digital trends in Myanmar, a country where access to the internet has previously been restricted.

Article

This event report discusses how Diageo and Suzuki are developing their advertising strategies in Australia, with a particular focus on television.

Case Study

This case study shows how Volkswagen, the car manufacturer, drove awareness, test drives and sales of a new Beetle car model in New Zealand by making social media key to its campaign.