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Opinion

Consumer perceptions are key when it comes to boosting brand value. Doreen Wang, Global Head of BrandZ at Kantar Millward Brown, explains how to convey a positive impression.

News

SYDNEY: Relatively few Australian brands have found global success, in part because of the country’s geographical isolation, but as international competitors look to expand into the Australian market, brands in many categories will have to ...

News

NEW YORK: Marketers must expand their remit beyond building brands and serving as “experience orchestrators” as they seek to find new ways to drive business growth, according to a study.

Article

Research by the CMO Council, the executive network, and Deloitte, the consulting and advisory firm, has highlighted the skills that marketers believe will be needed to drive future growth.

News

MEXICO CITY: After a difficult 2017 when Latin American brands saw a 22% decline in their total brand value, the region has bounced back in 2018 with overall brand value growing by 18% to $130.8bn.

News

MUMBAI: Changes in the Indian consumer landscape, including increased broadband penetration, a younger demographic growing in economic strength, and private label brands are threatening the hold of big consumer brands on the country.

Article

British companies must renew their focus on innovation if they do not want to stagnate in the long term.

Article

Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.

News

GLOBAL: Lenovo, the Beijing-based technology firm, is the Chinese brand that has made the biggest impact in international markets, according to a new report that highlights innovation as the key to the success of China’s leading brands.

Article

Summarises knowledge and offers guidance and reading on brand equity, a measure that sometimes relates to financial value but more commonly reflects a consumer view of a brand.

Article

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

Article

Brazil’s largest brands have faced a challenging business climate in the recent past, but many of these players have also demonstrated how to flourish in tough times.

News

SAO PAULO: Brands that operate in financial services and the beverages sector have taken the top five places in a new ranking of the top 25 most valuable brands in Brazil.

News

NEW YORK: Five technology firms are included in the top five spots of a new ranking of the 100 most valuable brands in the US, which also examines various factors underpinning brand success.

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.

News

LONDON: A new ranking of the UK’s top 50 most valuable brands is skewed towards telecoms, finance and utilities companies and does not include any tech businesses – a factor that is affecting the overall health of UK brands according to ...

Research Paper

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

Case Study

Broadcaster Sony MAX used a multichannel approach to attract viewers to cricket's ninth Indian Premier League season.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Article

This article argues that the success of a business is better measured by its added value rather than its operating profit.

Research Paper

The study described here develops a perceived value model, from the alumni's perspective, to determine the sources of economic value universities must focus on to enhance satisfaction, organisational image and identification.

News

MUMBAI: The India Premier League (IPL) is now in the top three global sports properties but more such success stories are needed to boost the country’s sporting infrastructure and culture, according to an industry figure.

Opinion

Anvar Alikhan tells the story of how HDFC Bank grew from being launched just twenty years ago with the liberalisation of India’s banking, to being more valuable than JPMorgan Chase - with the help of its tech evangelist CEO.

News

MUMBAI: The value of the India Premier League (IPL) has jumped by a quarter in the past year to reach £5.3bn according to a corporate advisory firm which has also suggested that the next round of television rights could fetch $1.8bn.

Article

This event report considers a number of aspects of behavioural science thinking that have possible applications in marketing.