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Article

University students offer a distinct grouping and one which brands have a unique opportunity to reach and build a relationship with.

News

DUBAI: Consumers in the Middle East are becoming more cost-conscious and less loyal to brands, according to a new study that also identifies rapidly shifting purchase behaviours in the region.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Global strategies, campaign updates and trends in the supermarkets and grocery category.

Article

Global strategies, campaign updates and trends in the department stores sector.

Case Study

Chevrolet, an automotive brand, in partnership with Google, a multinational technology company, created a campaign that cut into US consumers' path to purchase through their Google searches and convinced them to buy Chevrolet.

Article

This Company Profile from Euromonitor provides key details and analysis of Apple Inc.

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.

Article

Describes how customer loyalty is a myth and that if brands want to stay relevant then they need to stay useful.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

News

LONDON: Marketers in the UK are typically missing out on revenue and delivering an improved customer experience by not measuring the lifetime value of their customers, a new report has revealed.

Opinion

In the last 12 months, the media and marketing sector has gone through a period of dramatic unrest. The complexity of the digital media supply chain, ad fraud and brand safety have made brands question the platforms they use, and the media brands they chose to partner with, writes Sonia Marguin.

Article

Google, the tech company, believes that building “assistive” brands will be essential as consumer wants and needs change.

Article

Diageo India has navigated alcohol category turmoil in India by relying on branded content, innovation, and focusing on category behaviour rather than brands.

Article

Today’s marketing leaders must manage customer touchpoints across multiple channels, life-cycle stages and product lines and they must do so while meeting increasing customer demands for real-time, customised communication.

Article

Provides a top-line industry overview of the consumer health marketplace by examining the performance of consumer health categories comparatively against other consumer industries and across regions and markets.

Case Study

Air Wick, a plug-in airfreshener brand, drove global penetration with category non-consumers with its Air Wick Scented Oil Warmer product by designing it to fit into home décor.

Case Study

Sensodyne, the toothpaste brand for sensitive teeth, launched its True White whitening toothpaste globally by establishing it in a new ‘super premium’ tier.

Article

In anticipation of long-run competitive advantages, pharmaceutical companies often try to enter new markets earlier than their competitors.

Case Study

Bassetts, a vitamin brand, redesigned its packaging to aid store navigation and increase sales in the UK.

Case Study

Creating a bold new aesthetic helped Royal Challenge, the Indian whisky brand, grow and increase its market share.

Case Study

Advanced, a software company, created the 'FairITales' campaign to promote its brand positioning and increase sales in the UK by making the brand the hero to consumers' IT problems.

Case Study

Cornerstone, the subscription-only male grooming brand, became the largest brand of its category in the UK through a strong and meaningful design.

Case Study

Brew York, a British craft brewery, created a brand mark through a redesign of its packaging that saw each product be given its own character, pattern or symbolism.