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Case Study

Toyota, the car brand, used branded content to increase sales of its hybrid car models in Europe.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

Case Study

Car-maker ŠKODA used comedic online video to boost brand awareness and capture attention to trigger emotional connections at a local level in Taiwan.

Case Study

Toyota, an automotive brand, promoted its Toyota Hybrid vehicles across Europe by launching a set of creatives that celebrated aspirational Hybrid drivers.

Case Study

Mexico successfully promoted The Dual Year Germany-Mexico 2016-2017, an event to promote unity between the two nations, through a year-long campaign that involved branding and corporate image, public relations and social networks strategies.

Case Study

Nissan Canada, a car manufacturer, used the re-launch of the Nissan Rogue to earn a greater share of the crossover utility vehicle (CUV) segment via compelling long-form storytelling.

Case Study

Škoda, an automobile manufacturer, achieved their best ever volume of sales orders and market share in the UK as a result of new brand positioning and creative work, while the industry around them plummeted.

Case Study

Volkswagen, an automotive brand, educated drivers of its ‘Up!’ vehicle in Brazil on how to use the car’s functionalities by launching an online video manual.

Case Study

Volkswagen, an automotive brand, increased test drives and sales of its Golf vehicles in Canada by leaving the reputation of its brand in the hands of Golf drivers through an online forum.

Article

Provides insight into the behaviours and attitudes of customers in China and successful brand strategies that will give valuable guidance to any business that wants to enter the market.

Case Study

Nissan, a multinational automobile manufacturer, revitalised a dying car in a declining segment by launching a film in the Republic of Ireland, which broke category conventions and shattered preconceptions of its brand.

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.

Article

To guarantee a successful launch, mapping behaviours and need states against the roles that brands play in consumers’ lives can lead to more effective brand experiences that build affinity with the audience.

Case Study

Ford, a car manufacturer, was able to market its Mustang model to a wider audience in Australia by using highly contextualised ads to target consumers during everyday moments.

Article

Outlines the findings of research conducted to build a picture of today's high-net-worth individuals (HNWI) in the fashion, jewelry, horology, duty free conglomerates, financial advisers, luxury publishers, travel, and luxury auto brands industries.

News

BERLIN: German automaker Volkswagen has a stated aim of evolving into a “mobility service provider with a connected fleet” and it has taken two significant steps towards this goal.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Burberry.

News

MUMBAI: India’s car market is adapting from a price focus to a greater emphasis on features, as disposable incomes of a growing middle class have reset priorities.

News

NEW DELHI: Maruti Suzuki’s dominance of the India car market has left many international mass manufacturers struggling to establish themselves with the modest aspiration of a 5% market share eluding most of them.

News

TOKYO/BEIJING: Toyota, which vies with Renault-Nissan and Volkswagen to be the world’s largest automaker, is reported to be in the process of slashing its sales and marketing costs as it seeks to shift resources into research and development.

News

GLOBAL: Licensing well-known characters can help a brand achieve cut-through and differentiation but marketers considering this approach need to be aware that the processes and priorities involved are very different to those of the ad industry.

Article

Explores the use of characters in advertising campaigns, why they are effective, how consumers respond, how deals are generally structured, and the process involved.

Case Study

Toyota Hybrid, an automotive car range, launched a multimedia campaign with the slogan We Choose Hybrid to familiarise consumers with this type of vehicle and drive consideration in Europe.

Case Study

Car brand Volkswagen used online videos based on real-life customer queries to launch its Tiguan model in Russia.