Article
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WARC Best Practice, February 2018
Explores current thinking and writing on the topic of choosing a brand name, an identity and a strategic point of departure for the brand if done right.
Article
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Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018
Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.
Article
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Euromonitor Profiles, January 2018
This Company Profile from Euromonitor provides key details and analysis of Mary Kay Inc.
Article
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Euromonitor Profiles, January 2018
This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.
Article
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Dan Calladine, WARC Exclusive, January 2018
Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.
Research Paper
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Angeline Close Scheinbaum, Russell Lacey, and Ming-Ching Liang, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 410-421
Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.
Case Study
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Integrated Marketing Communications Council Europe, Gold, 2017
Kinder, a chocolate brand, successfully increased brand performance in the Czech Republic and Slovakia by showing mums that it believes in their children as much as they do.
Article
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Euromonitor Profiles, October 2017
This Company Profile from Euromonitor provides key details and analysis of Discover Financial Services.
Research Paper
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Azize Şahin, Hakan Kitapçi, Erkut Altindağ and Mehmet S. Gök, International Journal of Market Research, Vol. 59, No. 6, 2017, pp. 707-724
This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.
Article
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Euromonitor Profiles, October 2017
This Company Profile from Euromonitor provides key details and analysis of ASOS, the online fashion and beauty store.
Article
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Zachary Anesbury, Luke Greenacre, Amy L Wilson and Ava Huang, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 14-31
This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.
Article
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Euromonitor Profiles, October 2017
This Company Profile from Euromonitor provides key details and analysis of Pandora A/S, the jewellery manufacturer.
Case Study
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European Association of Communications Agencies, Finalist, 2017
Kinder, a chocolate brand, successfully increased brand performance in the Czech Republic and Slovakia by showing mums that it believes in their children as much as they do.
Case Study
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PMAA Dragons of Asia, Gold, Dragons of Malaysia, 2017
Convenience store chain 7-Eleven enhanced its BYO Cup Day event in Malaysia to last longer and feature more social interactions.
Case Study
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Direct Marketing Association - US, Runner Up, Best Use of Email, 2017
Purina, Nestle's corporate pet food brand, launched a direct mail campaign in Italy to create more personalised interactions with its customers and obtain more valuable client data.
Research Paper
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Joowon Lee and Dong-Hee Shin, Journal of Advertising Research, Vol. 57, No. 3, 2017, pp. 272-282
Giving free game items to mobile users through in-app reward advertisements could generate a sampling effect and increase the probability of users making in-app purchases.
Research Paper
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Raquel Sánchez-Fernández, David Jiménez-Castillo and Angeles Iniesta-Bonillo, International Journal of Market Research, Vol. 59, No. 5, 2017, pp. 671-690
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.
Article
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Euromonitor Profiles, August 2017
This Company Profile from Euromonitor provides key details and analysis of Amazon.com. Included is a strategic evaluation with key facts about the US company and competitive positioning against comparative brands in the retail market.
Article
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WARC Best Practice, August 2017
This article summarises the insights from a series of key papers about influencers in China who have a huge market which requires an effective strategic approach, bespoke content and local considerations to build consumer loyalty and access hard-to-reach consumers.
Article
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WARC Best Practice, August 2017
This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.
Article
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Euromonitor Profiles, July 2017
This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.
Article
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Vanella Jackson, Market Leader, Quarter 3, 2017, pp. 34-37
This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.
Research Paper
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Robert East, Jenni Romaniuk, Rahul Chawdhary and Mark Uncles, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 321-334
This paper measures how the impact of positive and negative word of mouth (PWOM, NWOM) is related to the receiver’s intention to purchase brands, using shift in the intention to purchase as the measure of impact.
Article
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Stephen Whiteside, Event Reports, Collision Conference, May 2017
This event report outlines how United Airlines, the air carrier, is seeking to recover after a profound brand crisis.
Article
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Geoffrey Precourt, Event Reports, WFA Global Marketer Week, April 2017
This event report highlights some of the most questionable advertising efforts from around the world, and assesses the underlying failures that result in this type of material reaching consumers.
