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Article

This article explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

News

MINNEAPOLIS: General Mills, the Minnesota-based food giant, is undergoing a comprehensive restructure that will see the creation of a new global CMO role as well as four worldwide business groups.

Article

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

Case Study

This case study describes how Barclays, a major bank in the UK, changed its business strategy to include social responsibility, transforming its reputation and business success.

Research Paper

This paper explains how the US-based Delta Air Lines introduced Snackables, a new report format, in order to change the perception of research within the organisation and provide increased value, without increased research spend.

Research Paper

This paper describes research conducted by Sonos, the wireless speaker brand, to inform its marketing strategies, communications and media mix through the purchase funnel.

Research Paper

Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"β€”a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)β€”to a model that builds on earlier brand-performance and ad-budgeting theories.

Article

This piece outlines how healthcare and pharmaceutical brands can build effective marketing strategies to launch new products, with case studies.

Research Paper

This paper explains efforts to introduce a brand metric capable of scientific rigor in measurement, with demonstrable relationships to business growth, and capability to be managed.

Article

This event report describes how Whirlpool Corp., the American manufacturer and marketer of home appliances, struggled with brand alignment at the same time as its washing machine brand – called Whirlpool – suffered from identity confusion.

Article

This article analyses what brand models are for, examines different types and provides a checklist of how to use them.

Article

This article reviews and summarises the book 'The Meaningful Brand: How strong brands make more money', by Nigel Hollis.

Article

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.

Article

This article argues that brands need to be more agile, with less rigid thinking and business structures, to meet the needs and wants of modern consumers.

Article

This article explores the new demands made of brands as markets and disruption happen much quicker, and argues that 'agile brands' are the answer.

Article

This article discusses the common pitfalls found in brand positioning, arguing that in order to be effective brand positioning should have a strong message that some people love, and some people dislike or even hate.

Research Paper

This paper argues for a careful consideration of how the notion of brand works in Asia and what is distinctive about these Asian contexts.

Article

This article forecasts eight trends for 2013 from around the world and discusses their impact on brands.

Research Paper

Much of the confrontational efforts in the last four decades regarding the reduction of alcohol consumption have focused on the advertising of alcohol beverages.

Article

Some brands, such as Apple and L'Oreal, have very successful brand portfolios, while others get it wrong with a brand architecture that is a confusing mess of sub-brands.

Article

Every year around 30,000 new consumer products are launched and, in a typical day, the average person sees 1,009 ads.

Research Paper

A paper discussing the role of opinion research, arguing that the discipline could become the hub of inspiration for corporate communications.

Case Study

Babingtons English Tea Rooms is a famed cafe and tourist attraction in Rome, Italy. Its brand was repositioned in 2010 to emphasise its English heritage, in order to attract both locals and visitors.

Article

All brands are local at heart, with the potential to be global. The history of globalisation can give a hint of where brands are headed in a global market where uncertainty has become a key to shaping consumer decision-making.