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Article

This Company Profile from Euromonitor provides key details and analysis of Imperial Tobacco Group Plc, the owners of brands such as Davidoff, West and Gauloises.

Case Study

Budweiser, a beer brand owned by AB InBev, increased its share of market in Brazil by helping basketball player, Oscar Schmidt, to be drafted into the NBA All Star Weekend.

Article

Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.

Case Study

IKEA, a furniture manufacturer, launched the Game of Throws campaign in the UK to keep IKEA current.

Article

This Company Profile from Euromonitor provides key details and analysis of Carrefour SA, the owner of brands such as Dia and Champion.

Article

Global strategies, campaign updates and trends in the clothing and apparel industry.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Article

This Company Profile from Euromonitor provides key details and analysis of Inter IKEA Systems BV.

Article

This Company Profile from Euromonitor provides key details and analysis of American Express.

Case Study

Nissan, the automobile manufacturer, emphasised the off-road capabilities of its Rogue crossover utility vehicle (CUV) to increase sales in Canada.

Article

Hyundai, the carmaker, has transformed its approach to marketing in order to reflect changing realities in the automotive space.

Article

KFC Thailand has used mobile consumer surveys to better understand their consumer market amid changes in category behaviours, using the data to fuel advertising investment, product testing and in-store testing.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

Article

Examines the use of stories to engage people with the causes of nonprofits, and how stories’ impact increases with consistency and time.

Research Paper

Arper, a furniture brand, used AI to mine data as part of a five-year strategy to strengthen its brand and discover how to sharpen its digital communications.

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

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

State Farm, the insurance company, boasted enviable brand strength and a unique heritage, but needed to transform in order to keep pace with changing customer needs.

Case Study

Japanese prestige skincare brand SK-II allied itself to unmarried women to build an emotional multichannel campaign to raise awareness and boost sales in China.

Article

In just seven years online retailer Very has become a significant business and the driver of growth for owner Shop Direct.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

News

NEW YORK: Planned Parenthood, the non-profit organization that provides reproductive health services, is staying true to the “big idea” behind its brand to ensure it remains strong and relevant during a time of rising political ...

Article

Planned Parenthood, the reproductive healthcare services provider, faces a major challenge as political opposition to its activities reaches a fever pitch.

Article

Clorox, the consumer packaged goods manufacturer, placed renewed emphasis on driving long-term brand relevance after briefly allowing short-term objectives to take precedence.

Article

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