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Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

This article provides guidance on using packaging to create standout for brands and drive purchase consideration.

Article

This article illustrates how Nestlé, one of India's biggest FMCG brands, used product packaging to generate online conversations as part of its content marketing strategy.

News

LONDON: Food manufacturers are facing a tough time in the UK, as supermarkets streamline their ranges and they need to empower their brands with powerful brand design if they are to avoid being delisted, according to an industry figure.

Case Study

This article presents a case study of how Hormel Black Label Bacon, a US-based label, created distinctiveness and originality for itself in a much-loved mega-category.

Article

This article looks at the challenges faced by grocery brands as the UK supermarket giants move to emulate the discounters by reducing how many products they stock.

Article

This article demonstrates how brands can use packaging to convey their stories and build up a mythology around them.

Research Paper

This article describes the ways in which brand marketing is rapidly changing and how businesses and marketers will have to adapt.

Case Study

This case study shows how Eatsmart, a range of healthy snack foods, built its brand profile from a low base and improved recall with a low-budget campaign centering on Facebook.

Case Study

This case study describes how Buster became the UK's number one brand of plughole unblockers and fresheners by reinventing its image and taking a specialist approach.

Case Study

This case study describes how the microbrewery Treeboom utilised a high visual impact and innovative packaging to launch a bottled range of its beers that stood out from the crowd.

Article

This article encourages marketers to ensure there is consonance between their brand, packaging and product experience on a sensory level, to make sure consumer expectations are met.

Research Paper

This paper discusses the application of new research methods from different fields, such as psychology, marketing, neuroscience and behaviour science, to market research into how people respond to brands, products and services.

Case Study

This campaign repositioned Morrisons Value Own Brand, a low-cost private label line from a UK supermarket chain, by creating a new brand name (M Savers) and promoting this brand's quality and humanity.

Case Study

This campaign was for the repositioning of the low-cost "value" range at Morrisons, a UK supermarket chain.

Case Study

The Bush electronics brand in the UK had been eroded through perceptions of poor quality and inferior technology.

Case Study

Andrex toilet tissue is the UK's No.

Case Study

Deli2go, an own-label UK food brand from Shell sold in petrol stations, was lauched in January 2010. The category as a whole was being squeezed by the recession and rising fuel prices, conditions which usually cause disproportionate damage to forecourt foods.

Research Paper

Despite the increased usage of sponsorship activities by practitioners, there has been little research on the impact of sponsorship on building brand image.

Case Study

Asda, the UK supermarket chain, needed to relaunch its core own-label food range to change consumers' perceptions of its quality.

Case Study

Designers working on Unilever's Spreads & Cooking Category (SCC) brands, which include its soft spread brands such as Flora and Becel, had tended to use new and different spot inks to retain the brands' distinct identities and premium status.

Article

This paper provides an overview of the automatic vending machines industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies.

Case Study

McDonalds were keen to change consumer perceptions by delivering a ‘food quality’ story in a consistent and effective way – a story that would connect with 60 million customers a day in 118 countries.

Case Study

The wart and verruca treatment market is a crowded place – but this didn’t deter Passion for Life Healthcare, who saw an opportunity to launch a new cryotherapy freeze spray.

Research Paper

The challenge of establishing a leading brand in terms of market share and pharmacist recommendation in the OTC segment of pain relievers proves to be the ultimate task for marketing and market research: the coping strategies of sufferers seemed too long-established, the risk evaluation of patients and pharmacists too negative, and the dominance of leading main stream brands in the media and in consumers' minds too overpowering.