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Article

This Company Profile from Euromonitor provides key details and analysis of Church & Dwight Co, the owner of brands such as OxiClean, Xtra and Arm & Hammer.

Article

This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp, the owner of brands such as Huggies, Kleenex and Depend.

Article

This Company Profile from Euromonitor provides key details and analysis of Aldi Group. Included is a strategic evaluation with key facts about the German company and competitive positioning against comparative brands in the retail market.

Article

This Company Profile from Euromonitor provides key details and analysis of Bayer, the pharmaceuticals company, following its acquisition of Merck & Co Inc's consumer health portfolio.

Research Paper

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.

News

LONDON: Walt Disney has been named the most valuable media brand in the world after the US entertainment group achieved success with its Star Wars franchise as well as its parks and resorts division.

Article

This event report outlines how Samsung, the electronics group, is recovering from a crisis involving its Note 7 smartphones, several of which caught on fire.

News

LOS ANGELES: Coca-Cola, the soft drinks group, believes that using marketing to make a "significant, positive difference in the world" is a key contributor to its long-term brand strength.

Case Study

This case study details how Monarch Airlines, a British holiday airline, increased bookings and brand awareness in the UK through themed marketing.

Case Study

This case study shows how Gore-Tex, a textile ingredient brand, increased brand awareness in Germany by developing a brand-owned content platform.

Case Study

This case study describes how Bolia.com, a Danish furniture retailer, created an emotional campaign that positioned furniture as a statement of personality and returned the company to profit.

Case Study

This case study describes how Butlin's, a heritage holiday company in the UK, created new packages to attract fresh clients and accelerate growth.

Case Study

This case study shows how Plusnet, a broadband service provider, used a brand building campaign to set itself apart in a cut-throat, competitive UK market.

Article

This article explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

This Company Profile from Euromonitor provides key details and analysis of Campari, the owner of brands such as Aperol and Skyy.

Article

This Company Profile from Euromonitor provides key details and analysis of Bacardi & Co Ltd, the owner of brands such as Grey Goose and Eristoff vodka.

Article

This Company Profile from Euromonitor provides key details and analysis of Fast Retailing Co Ltd, the owner of brands including Uniqlo and Comptoir des Cotonniers.

Article

This article provides an overview of the longer term effects of marketing actions and argues that strategic marketing decision making needs to account for both the short-term and long-term effects of marketing.

Case Study

This case study analyses how Southwest Airlines, a US airline and the world's largest low-cost carrier, developed a new brand identity in the US.

Research Paper

This article describes the potential within the near future of advertising and explores a new model — the "All Touch Value Creation Model" (ATVC) — capable of dealing with the obstacles facing the industry.

Research Paper

Existing research suggests that when assessing consumer responses to advertising, neuroscience and physiological measurements offer more objectivity than traditional self-report measures and, hence, may be more predictive of audience response.

Article

This article details an innovative approach to integrated touchpoint management that incorporates recent behavioural economics findings in order to reliably measure the impact of touchpoints.

Article

This article argues that marketers must identify and focus on the significant inputs and drivers of brand performance, not just the incidental noise of digital data.

Article

This article challenges commonly held views in order to provide a more nuanced perspective on the concepts of brand differentiation and salience.

Research Paper

The purpose of the current study was to develop a scale to measure the consumer's engagement with brand-related social-media content, based on three dimensions established in the framework of an earlier theoretical construct, "Consumer's Online Brand-Related Activities" (Muntinga, Moorman, and Smit, 2011).