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Article

The Coca-Cola Company, home to some of India’s most loved beverage brands including Thums Up and Maaza, pivoted toward content marketing in an effort to tell better brand stories.

Case Study

James Heal, the UK textile testing equipment manufacturer, redesigned its brand to focus on the quality of its products to increase turnover and profit.

News

WASHINGTON DC/MUMBAI: The Trump administration’s executive order that prohibits entry to citizens from a number of predominantly Muslim nations sparked controversy around the world, but it does not appear to have deterred tourists from South ...

Research Paper

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting.

Article

This Company Profile from Euromonitor provides key details and analysis of Fast Retailing Co Ltd, the owner of brands including Uniqlo and Comptoir des Cotonniers.

News

MUMBAI: As India transitions to a digital economy, a new survey from Visa, the global financial transactions firm, has revealed consumers are highly inclined to embrace new forms of payments.

Article

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

Case Study

The Bill and Melinda Gates Foundation used a multimedia campaign to tackle the problem of open defecation in India.

Article

This Company Profile from Euromonitor provides key details and analysis of Japan Tobacco Inc, the owner of brands such as Camel, Winston, Mild Seven and Glamour.

Article

This Company Profile from Euromonitor provides key details and analysis of Haier Group.

Case Study

Signal, an oral hygiene brand, encouraged children worldwide to brush their teeth more often by turning brushing into an engaging story.

Case Study

Signal, an oral hygiene brand, encouraged children worldwide to brush their teeth more often by turning brushing into an engaging story.

Case Study

Technology giant Cisco used a long-term PR strategy to maximise the coverage of its work with the Indian government and build its reputation.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

Case Study

This case study shows how Nissan, the car brand, made use of its recent sponsorship deal to reconnect with its Asian expats customer base and increase sales in the UAE.

Case Study

Fashion brand United Colors of Benetton used its support of women's rights worldwide to introduce the #UnitedByHalf campaign in India and shape perception that Benetton valued issues that mattered to customers.

Article

This event report outlines how Aditya Birla Group, the Indian conglomerate, has used the Net Promoter Score (NPS) to deepen customer understanding.

Case Study

This case study explains how Lifebuoy, the soap brand, extended its 'Help a Child Reach 5' initiative to more countries with the help of donors by releasing an emotional film online.

Case Study

This case study shows how Lego, the children's toy, successfully reversed declining brand metrics globally by inviting children to showcase their imagination in building their own Kronkiwongi.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

News

MUMBAI: India is set to overtake the United States as Facebook's biggest market globally within the next few weeks, as almost 250,000 Indians join the social media site every day.

Article

This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.

Case Study

This case study details how Digi Telecommunications, a mobile service provider, increased sales and customer loyalty among migrants in Malaysia.

Research Paper

This paper attempts to compare self-organising maps (SOM) and principal components analysis (CPA) by applying them to the marketing construct 'retail store personality'.

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.