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Article

This event report provides tips from senior marketers on how to make people feel more secure about a brand without losing excitement and innovation.

News

LONDON: Music is the least understood element of branding strategy, and yet it is one of the most powerful markers of a brand, fundamental to the experience that customers remember, an industry figure has argued.

News

SINGAPORE: The first quarter of 2017 saw a 15% year-on-year increase in tourist spending in the city-state, reaching SG$6.4 billion, according to the country’s Tourist Board, due to higher arrivals and significant increases across all major ...

Article

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Research Paper

This paper aims to discover 'How long can/should a survey be?' by asking the question to respondents themselves in a web survey implemented by the Netquest fieldwork company in Mexico in 2016.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

News

NEW DELHI: Indian travellers are taking advantage of aggressive deals from travel companies, delivering record year-on-year growth.

Case Study

This case study shows how du, a telecommunications brand, analysed tourists' key targeting touch points when visiting the UAE, to directly engage them in order to increase sales.

Case Study

This case study shows how du, a telecommunications provider, launched its digital fasting campaign during Ramadan celebrations, to engage consumers in the UAE and increase brand equity.

News

LONDON: Poor customer service did more to damage the reputations of airlines and broadband providers than any other UK category during the past year, new research has shown.

Article

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

Article

This event report addresses how Alaska Airlines, the air carrier, uses sponsorship to enhance its brand goals.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Research Paper

This study looks at how Delta Air Lines, a US aviation company, developed a new key metric to evaluate its marketing effectiveness.

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

Research Paper

To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.

Article

This article examines why it is difficult for brands to become customer led and how they can start to make the transition.

Case Study

This case study explains how Virgin America, the airline, increased direct bookings by focusing on user experience in a website redesign.

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Case Study

This case study shows how GariGari-Kun, a popsicle brand, released an apologetic ad in order to scale back the possible negative sentiment Japanese fans could have towards a ten cent increase in price.

Case Study

This case study explains how the Danish travel agent Spies Travel used a provocative online film and PR to increase sales.

Article

This article explains the 'dark side of data' including algorithm bubbles and hyper-targeting, alongside some case studies on how data can be used for 'good' to boost ad effectiveness.

Article

This article clarifies the positive uses of the emerging chatbot technology, including steps on how to use it effectively.

Case Study

This case study describes how airline Cathay Dragon used an online influencer content campaign to raise awareness of the brand in China among the young traveller sector.

News

AUSTIN, TX: Brands seeking to engage consumers with chatbots must consider factors such as their purpose, potential audiences and likely usage patterns to succeed, a leading executive from Activision, the games developer, has argued.