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Article

Everything is connected and, increasingly, things are delivered as part of an experience vs. a communication so, in order to evolve, planning needs to understand those connections and find the best way to build brands through and within them.

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 ...

Opinion

Joanne Lao is CEO, TBWA Greater China and is judging the 2018 WARC Prize for Asian Strategy. Here, Lucy Aitken, Managing Editor, Case Studies, talks to her about how China is rewriting the rule book for retail and tech and why Chinese millennials are such a powerful economic group.

News

CANNES: A combination of creativity, disruption and great advertising can grow brand value at far faster rates than any of these factors can do in isolation, according to a new analysis by Kantar Millward Brown.

Article

Kantar Consulting and media company Oath conducted research across 13 countries and 150,000 consumers to identify the key drivers of brand love.

Research Paper

Oath, a publishing company, launched a global campaign to better understand how brands can take advantage of the drivers behind Brand Love.

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

SINGAPORE: Well-recognised brands such as McDonald’s and Samsung use design to boost their brand imprint to prompt maximum saliency and recognition, according to new BrandZ research from Kantar Millward Brown.

Article

Well-known brands including McDonalds, Samsung and Oppo are using colour, logo and multichannel branding to boost their brand recognition and saliency with consumers.

News

GLOBAL: China no longer produces mere goods; in recent years, the world’s most populous country has shifted away from the image of a cheap producer at scale, toward becoming the innovative home of trusted companies.

Article

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

Article

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

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

Article

The nebulous entities of the City and Wall Street are often to blame for the short-termism that has afflicted marketing budgets in recent years, but analysts' outlook is changing.

Case Study

Seedlip, a non-alcoholic spirits brand, designed the bottle for its launch based on botanical illustrations to stand out from the sickly sweet non-alcoholic drinks category.

News

NEW YORK: Anheuser-Busch InBev, the brewing giant, is shaping brand-building efforts for beers such as Budweiser using the “3Ps” of purpose, product and passion.

News

NEW YORK: IBM, the technology company, is leveraging “business-to-individual” (B2I) marketing as it seeks to reach members of its target audience in meaningful ways.

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

Anheuser-Busch InBev, the brewing giant, has crafted a marketing strategy that places meaningful experiences and cultural connection at the heart of its strategy.

Article

IBM, the technology company, believes that "business-to-individual" marketing can help it reach key decision-makers in ways that move beyond more traditional forms of business-to-business messaging.

News

NEW YORK: AT&T, the telecoms and entertainment company, found in research that it has high consideration levels for categories it does not currently trade in, a positive outcome for an “elastic” brand active in a growing number of ...

Article

AT&T has successfully extended its brand portfolio beyond telecoms to include a growing range of digital services and media properties.

News

NEW YORK: Google, the technology giant, has retained its “user-centric” brand focus in engaging consumers, while also adapting its marketing strategy to reflect new digital realities.

Article

Google, the technology giant, has evolved its marketing strategy while ensuring that its core underlying purpose remains consistent.

News

SHENZHEN: Tencent Music, a streaming and download service, is expected to raise a minimum of $1bn at its IPO next year and, with twice as many subscribers as Spotify, the service looks to push out competition from both Apple and Spotify in China.