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Case Study

Foodpanda, Singapore's home-grown food delivery brand, increased orders in Singapore and promoted itself as a local brand by launching a set of initiatives to promote sustainability in Southeast Asia.

Article

Sentry Insurance, the financial-services company, has reinvigorated its brand through a holistic program undertaken with consultancy FutureBrand and agency Gyro.

Article

Equipment Depot, the material-handling company, has transformed a once dated brand into a true industry leader and innovator.

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.

Article

Shows how marketers can create impactful engagement across touchpoints, using examples from brands such as Nike, Lego, Red Bull and De Beers.

Case Study

Mitsubishi, an automotive brand, reclaimed its expertise as an affordable and reliable SUV company by launching a range of brand, product and dealer communications in Australia.

Article

Huggies, the diaper line owned by Kimberly-Clark, has found success in Canada through embracing a clear sense of brand purpose.

Article

When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.

Article

Visit California, a nonprofit tourism group, moved from brand communications to targeting consumer passion points in a bid to boost visitor numbers to the Golden State.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Burberry.

News

CHICAGO: Nickelodeon, the media company focused on children, uses four “pillars” to guide its strategy in areas such as brand activation and extensions.

Gunn Report

Aldi, the supermarket chain, accelerated its category growth in Australia by reversing the perception that its price-cutting reputation meant a compromise in product quality.

Article

Nickelodeon, a media enterprise focused on kids, relies on various brand “pillars” in building the strength of its core assets.

Article

Marketers know that brand loyalty is partly based upon passing brand equity from generation to generation and often leverage that heritage with customers.

News

NEW YORK: Microsoft, the tech company, believes that formulating a clear set of “principles” can help guide its strategy in numerous complex areas of innovation, a move that could protect its brand in the long term.

News

MUMBAI: Burger King’s chief marketing officer believes that marketers have to be prepared to take risks in order to make the sort of stand-out work that has a real impact on sales – an approach he expects to apply in India in the ...

Case Study

Intermarché, a French supermarket, increased its store traffic and changed customers' perception of the brand by releasing an emotional film, something unconventional for the category.

Case Study

Monoprix, a major French retail chain, created the Label of Love campaign to reaffirm its brand positioning and relationship with French consumers.

Case Study

Cigna, a health insurance brand, used famous TV series doctors to encourage US consumers to sign up for preventative care consultations.

News

CANNES: The New York Times, the news provider, is tapping the combined power of purpose, principle and process as it seeks to further strengthen its brand.

Article

The New York Times, the media company, has taken a multi-faceted approach to strengthening its brand.

Article

Burger King’s CMO, Fernando Machado, explains how the fast food giant broke out of boring advertising, and his view on the future of the brand in India.

Case Study

O2, a telecommunications company, launched the Free Screen Replacement programme to convince people in the UK to join O2 during the release of the new iPhone 8 and iPhone X.

Case Study

Dimension Data, a company specialising in information technology services, launched an integrated marketing programme in South Africa to spread awareness of its Connected Conservation programme, aimed at stopping rhino poaching.