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News

GUANGZHOU: German automaker Volkswagen has announced plans to invest €10bn ($11.8bn) in the development of locally produced new energy vehicles in China.

Case Study

The launch of KA+, a value car model by Ford, had to be strategically planned to target the challenging and savvy buyers of value cars in the top five European markets.

News

SHANGHAI: PSA Group, the maker of the Peugeot, Citroen and DS car marques, plans to ditch its image as a budget brand in China and instead concentrate on offering SUVs and other non-compact cars for high-end Chinese consumers.

Article

Looks at the main elements for a successful digital brand campaign.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Volkswagen India, the car maker, addressed the emissions scandal that had affected the brand's reputation globally with a social media campaign featuring ordinary Volkswagen owners.

Case Study

Volkswagen successfully relaunched its Beetle car model in India with a nostalgic online video.

Case Study

Volkswagen launched its new Ameo car model in India with an emotional campaign that appealed to young first-time car buyers with a coming of age story.

Article

This article digs deeper into new research that reveals the real effectiveness of building emotional engagement and lasting impressions into advertising.

Article

This article explains how the gap between consumers and technology, such as Artificial Intelligence and machine learning, is closing ever more rapidly and affecting how we buy.

Article

Ford is seeking to develop new connected and autonomous vehicles, and believes that these technologies will offer various opportunities for marketers.

Article

This report explores the evolution of Green Auto, looking at sales and consumer support for hybrid, electric and battery-powered cars, as well as how communications have changed within the industry.

Opinion

Would anyone care if brands just disappeared? Four judges from the WARC Awards on what brand purpose is and what, at its best, it can achieve.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Article

This article outlines the challenges of brand differentiation in the automotive category and offers five steps agencies can adopt to create original and exciting automotive advertising.

Case Study

This case study shows how the automotive company, Ford Motor, introduced a campaign, The Science of Truck, for its Ford Ranger brand, which succeeded in making Australian drivers choose Ranger over its competitor, the Toyota HiLux.

Article

This essay explores how purpose can be problematic when used incorrectly, while it can be a brand's saviour when relevant and refined.

Article

This article suggests that demographic profiling is useless to marketers and they instead should focus on serving consumer state of mind and cultural moments.

News

NEW DELHI: Indian women buying cars are influenced by the image presented by the brand and by the safety and security features on offer, research has shown.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

News

GLOBAL: Volvo is to become the first major automaker in the world to phase out the combustion engine and launch models powered only by electric or hybrid motors.

Article

This article argues that being liked by consumers is unnecessary for brand success and that it is unlikely to happen.

Case Study

This case study explains how car company Volkswagen filmed a stunt and placed it on TV and social media to sell its Passat car model in Norway.

Case Study

This case study explains how Volkswagen increased sales of its Amarok truck model in Australia by challenging perceptions of the truck in an initially unbranded campaign targeting tradespeople.