Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index

24 results found
Sort by

Case Study

This case study explains how Huawei, the technology company, used engaging TV ads to increase awareness and consideration.

Case Study

This case study describes how Sanlam Financial Services, one of the largest financial services groups in South Africa, successfully created awareness around the importance of saving with the help of a video.

Case Study

This case study describes how Magnum redefined the connection between its brand and pleasure in order to reengage consumers.

Article

This article argues that companies that are designed around chasing revenue will not be sustainable but that the companies that will endure are those that successfully deliver upon human needs.

Case Study

This case study explores how Miller Lite (ML) reinvigorated its iconic brand in the US by rediscovering its roots and the 1970's ML packaging.

Research Paper

This paper reveals the research methodology and findings of MTV's annual youth study in India, for which the music and entertainment TV channel wanted a deeper engagement across a wider group of young Indians.

Case Study

This case describes how Depend, a manufacturer of adult absorbent underwear, countered a 50% price premium and perceptions of being diaper-like to persuade American boomers encountering incontinence for the first time to trial its products.

Article

Adam Petrick, Puma senior global head of brand management, explains to the ANA Mobile Marketing Conference how Puma is using technology to make in-store shoppers' experience of the brand more fun.

Case Study

During its first few years in the UK market, premium readymade dessert brand Gü's desirable image had drawn women in with its luxurious and distinctive chocolate taste.

Article

Once known only as a manufacturing hub for International brands, China has increasingly launched brands into the global marketplace over the past many years.

Case Study

HBO employed an interesting strategy when promoting the second series of True Blood. They needed to drive awareness, consideration and ratings for the premiere episode on a network that had lost its mojo.

Research Paper

A series of studies is presented which investigates preference among similar but different designs within a product category.

Article

Some 66% of U.S. marketers have "shifted towards more short-term strategies" as a result of the economic downturn, while just 5% are looking more towards the long term, according to a recent survey undertaken by the Association of National Advertisers.

Case Study

This case describes how Campbell's Chunky soup responded to a competitor brand (Heinz Big 'n Chunky) that had adopted a 'copycat' strategy and stolen market share.

Case Study

Les Rôtisseries St-Hubert, is a well-known Canadian restaurant chain. However by 2003, the threat of competition prompted St-Hubert to re-think its marketing strategy to protect its leadership.

Case Study

The UK office stationery market is highly fragmented, with thousands of products competing within a complex distribution network.

Case Study

In January 2002 United Parcel Service, Inc. (UPS), enjoyed a clear lead over FedEx, its major competitor, in the ground delivery business.

Research Paper

This paper addresses the question of how to capture emotions in qualitative research. The authors present a new method on how to tackle emotions, using the 'Emoti*Scape' tool which is based on a list of emoticons (i.e.

Case Study

Rebranding campaign for Holsten Pils lager, targeting male drinkers. Media used: TV, packs, ambient media.

Article

Discusses the evolution towards `customer-centred' marketing and communication - the trend to continuous customer development and dialogue.

Article

The author, who works for AC Nielsen, outlines the evidence from research for the growth of own label across Europe: what drives it, retailer strategies for it, the nature of own-label consumers (who tend to be retailer-loyal and not receptive to branded messages).

Research Paper

In this paper we analyse which marketing-mix variables are key to sustain leading manufacturer's brands competitiveness versus retailer's brands.

Research Paper

In the ever changing business environment of emerging markets such as China, the advantages of being a first mover are immense.

Case Study

First prize in the `established goods & services' section. History of the brand: following the 1985 introduction of the `Limited List', the brand was vulnerable since it had a `P' (Pharmacy only) status; competitors with `GSL' (General Sales List) status would have access to more outlets over the counter.