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Case Study

This case study explains how Toyota increased sales of its 2014 4Runner SUV model by using a targeted integrated campaign.

Case Study

This case study describes the relaunch of the Bank of New Zealand (BNZ) using an unbranded teaser campaign to start social conversations about money, leading to improved consideration scores and increased revenue.

Case Study

This case study describes how Killer Jeans, the Indian clothing brand, sought to convince its core target youth audience that an environmental cause was fashionable.

News

NEW YORK: Jeep has been named the most patriotic brand in the US, ahead of Hershey's and Coca-Cola, a new survey has said.

News

BANGALORE: Online retailers and consumer brands such as Nike, Puma and Wrangler are finding themselves in an increasingly interdependent relationship as India's ecommerce sector grows beyond the main cities.

Case Study

When Cadillac, the automaker, decided to enter the compact luxury car segment in the US with its new Cadillac ATS, it adopted a challenger brand positioning to target a young, image-driven audience and take on the BMW 3-Series, the established market leader.

News

NEW YORK: Young consumers in the US are developing distinct attitudes and habits in various categories, providing brand owners with a chance to build long term loyalty, a study has argued.

Article

This article explains the details of the military First Person Shooter video game, "Call of Duty: Modern Warfare 3" and how the Call of Duty franchise has become the leader of its category.

News

NEW DELHI: Nike, Adidas and Levi's are among Indian consumers' favourite apparel brands, new research has shown.

Article

This paper provides an overview of the global clothing and apparel industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

This paper provides an overview of the men's and boys' separate trousers and slacks industry in the United States.

News

NEW DELHI: Apparel and sports brands like Nike, Puma and Wrangler are enhancing their ecommerce presence in India, anticipating rapid growth in the market.

Case Study

Acquisitive crime such as burglary and robbery cost Britain some £9.5 billion a year. Ethnographic research provided the inspiration for a strategy that reflected the way offenders really see their victims: as so careless they deserve to be robbed.

Case Study

Dove made its first major foray into the beauty category in 2004 with The Campaign for Real Beauty, challenging widespread concepts of beauty and helping the brand gain $1.2 billion in value.

Article

This paper describes market mix modelling (MMM), also called econometrics. Alongside discussing best practice, it emphasises the need for strong management support.

Case Study

By the late 1990s the pizza market had become saturated, and Little Caesar Enterprises, Inc., a value-oriented player that had grown dramatically during the 1980s, saw its sales and market share flatten.

Case Study

Confectionary company Hershey, launched ReeseSticks - an extension of its popular Reese’s Peanut Butter Cups - in 1998.

Case Study

Even though Levi Strauss & Company had been the cornerstone of the denim industry for over a century, declining sales plagued the company during the latter half of the 1990s.

Case Study

Jeep was a division of the Chrysler Group, a Detroit-based subsidiary of the DaimlerChrysler Corporation that was responsible for the manufacturing, sale, and marketing of the Chrysler, Jeep, and Dodge brands in the United States.

Case Study

The Lee Apparel Company, a division of VF Corporation, piloted an image-altering advertising campaign that began in the autumn of 1995 and continued through 1997.

Case Study

Levi Strauss & Co., whose founder invented blue jeans, became the jeans brand of choice for America's youth around the mid-twentieth century, but during the 1990s this began to change.

Case Study

Clothing manufacturer Levi Strauss & Company entered the wide-leg jeans market in the summer of 1996.

Case Study

In the 1990s Chrysler Corporation ran a prolonged branding campaign for its four-wheel-drive Jeeps. Although Jeep was one of the oldest and best-known sport utility brands in the United States, it had encountered intense competition as the popularity of four-wheel-drive automobiles (dubbed "sport utility vehicles," or SUVs) exploded among American consumers.

Case Study

Wrangler, Inc., a division of VF Corporation, launched a new line of clothing in 1993. The Rugged Wear line featured sturdy fabrics, camouflage patterns, and layers of warmth to appeal to those who enjoyed hunting, fishing, and other outdoor activities.

Case Study

When General Motors Corporation (GM) acquired the commercial marketing rights to the Hummer truck, the civilian version of the U.S.