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Article

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

Research Paper

This paper examines the effectiveness of television advertising and changes in audience response since the 1980s within the United States.

News

GLOBAL: A collection of the world's largest companies, representing $20tn under management, are coming together to push for a different way of reporting company performance to investors to include "intangible assets" including brand value and ...

News

GLOBAL: Consumer-focused tech brands that develop ecosystems, catering to many needs, take the top three positions in a survey of the world's most valuable brands, suggesting brands that offer simplicity in an increasingly complex world dominate.

Article

This article shows that brand KPIs are only valuable when and where they are genuinely actionable and if they measure the right things, which should be the variables most important to building a brand's financial value over the short and long term.

News

NEW YORK: Internet giant Google has overtaken Apple to be named the most valuable brand in the US, according to the latest rankings of America's top 500 companies.

News

BEIJING: Tencent, the technology giant that owns messaging app WeChat, has become the first Chinese brand to be valued at more than $100bn, according to a new study.

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.

News

GLOBAL: Consumers expect brands to produce content in some form, but they see more than half their output as mere clutter that fails to deliver any personal benefits, new research says.

News

NEW DELHI: The value of effective crisis management has been demonstrated in the 2016 rankings of Brand Equity's Most Trusted Brands, as Maggi, the noodle brand pulled from the shelves in 2015, recovered from 95th to 25th position.

News

GLOBAL: Amazon, the US e-commerce giant, has been named as the most valuable retail brand in the world, according to new rankings that are dominated by US brands.

Article

This article explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

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.

Research Paper

This paper outlines the 'Digital Forensics' methodology of the research firm, Flamingo, which seeks to extract consumer insights out of brand data and, in this instance, use it to inform a client's merger and acquisition strategy.

Article

This article explores how a company can select and optimise the right metrics to understand the health of its brand, suggesting methods to ensure reliability and championing understanding over data.

Article

This event report outlines how Intel, the technology company, undertook a major brand repositioning campaign.

Article

This paper outlines ways to transform perceptions of design, by demonstrating its importance to business.

Article

This paper 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 discusses the barriers to strong brand building in the financial sector, in light of the mistrust and reputational baggage that financial brands struggle with.

Article

This essay explores agencies' value to boardrooms, considering what they need to change in order to remain relevant and prepared to face business problems.

Article

This essay argues that agencies are fundamentally optimistic, while boardrooms are rather more glass-half-empty; agencies look to optimise while boardrooms prefer to limit damage, so agencies should use this paradigm to prove their value as 'immunisers'.

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.

News

YANGON: Global brands have an opportunity to gain first-mover advantage and generate long-lasting loyalty in the newly emerging market of Myanmar, a new study has said.

Research Paper

Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.