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Article

This article provides marketers with information and guidance about luxury brand advertising.

News

SINGAPORE: Asia-Pacific today accounts for most of the growth of the global economy, yet surprisingly few C-suite marketers in the region feel completely confident about their ability to remain competitive in the near future.

Article

This event report outlines how artificial intelligence could reshape the way consumer insights are generated and activated, based on the example of Sqreem, an analytics provider.

Article

This paper explains how luxury brands need to adapt to an evolving market comprising digital opportunities, millennial shoppers, the concept of "affordable" luxury and the need for strong, personalised brand-consumer relationships.

News

NEW YORK: Russia-based cyber fraudsters have been stealing as much as $3m to $5m a day from some of the largest US brands and media companies, according to digital security firm White Ops.

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Case Study

This case study shows how Bulgari, a luxury brand, created an original movie to launch its new product line in China.

Research Paper

This paper examines how storytelling can be implemented into methodologies for understanding brand experiences in the Japanese and Asian market.

Article

This event report addresses how Clorox, the consumer goods manufacturer, developed a more effective approach to shopper marketing through adopting a truly holistic strategy in the US.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury apparel, wines and spirits and beauty company, LVMH, the owner of brands such as Dom Pérignon, Christian Dior and Donna Karan.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury accessories company, Tiffany & Co.

Case Study

This case study describes how McDonald's reintroduced the character Dim Jack in a new form in order to create buzz around the brand in Hong Kong.

Case Study

This case study describes how Johnnie Walker repositioned itself in the post-Global Financial Crisis (GFC) luxury category by subverting the norms of deluxe whiskies and emphasising its credentials.

Article

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.

News

NEW YORK: Despite the industry's efforts, the level of ad fraud appears to remain much the same according to a new study from the Association of National Advertisers.

Article

This Company Profile from Euromonitor provides key details and analysis of Kering SA, the owner of brands such as Gucci, Balenciaga, and Alexander McQueen.

Article

This event report looks at how the convergence of online and offline shopping has frequently highlighted gaps in continuity of brand expression and the experience that a brand delivers.

Article

This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Christian Dior and LV.

Case Study

This case study shows how St. John Ambulance, a British charity, successfully tackled the public's lack of first-aid knowledge through an educational campaign.

Article

This extract from the book 'The Brand Challenger' discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply to luxury brands.

Article

This Company Profile from Euromonitor provides key details and analysis of Pandora A/S, the jewellery manufacturer.

Research Paper

Consumer–brand engagement (CBE) is a priority in the current marketing agenda. However, there is still a lack of empirically based studies appraising its essence.

Article

This article explores four opportunities for brands in the 'post-demographic world', where lifestyles and mindsets are more important than gender, age and income as predictors of behaviour.

Article

This report explores the global luxury market, describes ten cultural dynamics driving change in the market, and applies those trends to several luxury categories.

Article

In this article Sam Williams-Thomas, CEO of OgilvyOne UK, shares the six books that have influenced him most.