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Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Article

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

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

Research Paper

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

This event report outlines how United Airlines, the air carrier, is seeking to recover after a profound brand crisis.

Article

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.

Article

This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured.

Article

This event report outlines how Chipotle, the restaurant chain, survived a brand crisis.

Article

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.

Case Study

This case study details how Sopharma Trading, a pharmaceutical company, successfully trialled a retail pharmacy outlet under the new brand SOpharmacy in Bulgaria.

Article

This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.

Article

This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.

Case Study

This case study details how chatr, a mobile virtual network operator brand, redefined its brand identity by targeting immigrants in Canada.

Research Paper

The focus of this paper is on levels of service failure and recovery strategies in relation to UK online fashion retailers.

Article

This article 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

This article examines the trends currently affecting - and profoundly changing - the FMCG industry today, as retailers struggle to get to grips with serving customers in the wake of one of the most challenging economic periods of recent history.

Article

This event report outlines how brands can start exploring the opportunities for engagement provided by chatbots, based on insights from Kik, the messaging app.

Research Paper

This paper examines how Zalando, a European fashion e-commerce company, used qualitative research to investigate and improve its likeability in Nordic countries.

News

JAKARTA/SINGAPORE: Unilever invested in a year-long consumer tracking project to monitor core demographics and identify marketing opportunities during Indonesia's economic downturn in 2015, a senior executive at the company has revealed.

Case Study

This case study shows how Coca-Cola, a carbonated beverages brand, overturned declining sales in Sri Lanka through an interactive campaign.

Article

The article outlines how Unilever invested in a year-long consumer tracking project to monitor its core target demographics during Indonesia’s 2015 economic downturn, and offers practical advice for marketers.

Case Study

This case study describes how 7-Eleven Malaysia, a leading Slurpee retailer, ran a 2-day event, BYO Cup Day, that increased sales and awareness through a social campaign that amplified the impact of the on-ground event.

Article

This short article argues that winning loyalty is a different task from winning consumers' hearts and minds; 31% of consumers, according to one study, admitted they could be lured away by cheaper prices elsewhere.

Article

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive's beauty and personal care brand.

Article

This article relates the findings of two new studies that show penetration to not be the dominant driver of brand growth, and that relationship equity creates the difference in market success.