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Case Study

Beverage brand Fanta revitalised its brand awareness in Australia through engaging its customers in the campaign itself.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Case Study

Fiat Egea, the car brand, used a partnership with TV series İçerde and an interactive second screen experience to support its brand positioning.

Case Study

Water brand AQUA promoted the sales of its out-of-home product utilising Twitter's auto-response mechanism.

Case Study

Ansell, a global leader in protection solutions, built brand equity of its sexual wellness products in Brazil and the USA through a campaign going against preconceived notions of sexuality.

Case Study

Insurance company Softlogic Life developed a SMS emergency hotline aimed to rescue the victims of floods during the monsoons in Sri Lanka.

Article

This article draws on exclusive research by Publicis Media China and the Ehrenberg-Bass Institute to determine how CEPs drive brand influence in the Chinese ready-to-drink category.

News

SHANGHAI: PSA Group, the maker of the Peugeot, Citroen and DS car marques, plans to ditch its image as a budget brand in China and instead concentrate on offering SUVs and other non-compact cars for high-end Chinese consumers.

Case Study

Cadbury's chocolate bar 5star rebooted its "getting lost" brand motif through TV, digital and outdoor to appeal to youth and boost sales in India.

Case Study

Beer brand Tiger used TV print and OOH to build awareness of its Street Football Festival and boost sales in Cambodia.

Case Study

Mastercard, the payments brand, improved its brand metrics in Japan by encouraging people to prioritise spending time with their families.

Case Study

PricewaterhouseCoopers in Malaysia set out to restore trust in the institutions of government, media, business and NGOs.

Case Study

Sri Lankan liquefied petroleum gas supplier, Litro Gas, used a digital campaign to increase brand recognition among domestic consumers.

Case Study

Mobile phone brand Samsung used TV, online and social media to create an audio puzzle trail to launch its Galaxy Note 5 model to Gen Y customers in Thailand.

Case Study

Soy sauce brand KecapABC used a multichannel approach to launch a new brand positioning to increase sales and boost engagement in Indonesia.

Article

New Zealand created a business-orientated masterbrand which broke stereotypes and went beyond the country's reputation as a tourism destination.

News

HONG KONG/SYDNEY: The Economist, the UK weekly business magazine, places heavy emphasis on boosting circulation rather than advertising for its revenues, and as it seeks to increase its subscriber base, it now has Australia in its sights.

Article

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

News

ORLANDO, FL: Clorox, the cleaning brand, successfully managed to overcome a case of “short-termitis” by taking a more human-centric, and purpose-driven, approach to marketing.

Article

Clorox, the cleaning brand, found marketing success by combining a focus on data with tangible human insights.

Case Study

Pot Noodle, an instant noodles brand, successfully increased sales by cleverly switching its brand positioning among UK consumers.

Case Study

Valencia CF, a Spanish football club, repositioned itself by creating a new brand manifesto that focussed on the football journey to inspire support.

Case Study

MicroLoan Foundation, a charity for female entrepreneurs, increased donations and its brand awareness among the British public by selling posters on the London Underground transport network.

Article

This Company Profile from Euromonitor provides key details and analysis of LATAM Airlines Group SA, the owner of brands such as LAN Argentina, Air Class, and MasAir.

Research Paper

Using established marketing laws, such as the brand usage and image relationship and the double jeopardy effect, the current research shows how to analyze the market performance of different types of mobile apps.