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Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

News

MANILA: A 12 month multi-university study into fake news in the Philippines has uncovered widespread use of fake Facebook and Twitter accounts by professional PR and advertising firms working for political interests during the 2016 elections.

Case Study

Dell Japan maximised the benefits of its IT solutions providing valuable information about workforce transformation.

Case Study

A corporate social responsibility project to help Italians, migrants and refugees integrate in Italy helped drive brand loyalty for Bosch, the German consumer goods manufacturer.

Case Study

Dorset beer brewery Badger Ales gained sales growth and brand awareness by launching a creative competition about the ultimate BBQ shed.

Article

The tech sector changes so fast that it is understandable why companies operating in it get sucked into product-led marketing, but Cisco has abandoned a top-down approach that had produced a deluge of material that was mostly ignored.

Case Study

IBM, a technology platform, used fashion and artificial intelligence in 'The Cognitive Dress' campaign to reach US millennials.

Case Study

SAP, a European multinational software corporation, launched the Business Beyond Bias campaign globally in 2016, to show that diversity and inclusion are imperative in business.

Case Study

JSW Group, an Indian business conglomerate, cheered on its Olympic athletes for Rio 2016 by creating a digital platform and video ad that sparked social buzz.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Article

This article suggests that advertising agencies should focus on attracting small enterprises and personal brands to increase growth.

Case Study

This case study shows how SmartLife, an NGO determined to help Dubai's labourers improve their living conditions, created a visual alphabet that helped workers learn English during their commute or house work.

Case Study

This case study shows how Benda Kogyo, a car parts manufacturer, developed an internal campaign to celebrate the brand's 50th birthday and streamline its business throughout its branches across Asia.

Article

This event report outlines how Pfizer, the pharmaceutical company, enhanced the status of its corporate brand.

Case Study

This case study shows how HCL, an IT services company, partnered with a famous job searching reality TV show to increase its talent acquisition among the Indian youth.

Case Study

This case study describes how SmartLife, a UAE government-affiliated organisation for Dubai's blue-collared labourers, created educational content and placed it at touchpoints across Dubai to help labourers learn English.

Case Study

Reckitt Benckiser, the consumer goods company, used a 24-hour hackathon to fuel PR and social media, in order to raise the profile of its research and development (R&D) programme.

Case Study

The Moscow Exchange, a financial exchange group, successfully changed Russian consumer perceptions of the brand through the development of a 360-degree communication strategy.

Case Study

Hydro, an aluminium company, increased brand awareness by making a VR-Experience of the biggest A-Ha concert available across Norway.

Case Study

Kimberly-Clark, a personal care products corporation, increased the profile of the Ethics and Compliance (E&C) department within its Latin American offices, by launching a more engaging content platform and encouraging employees to participate in open dialogue.

News

LONDON: More than a quarter (28%) of UK consumers chose to spend less with a company or took their business elsewhere last year after they received poor customer service, a new study has revealed.

Article

This article explores various examples where consumer trust has been violated including how this happens and how it can be avoided in the future.

Case Study

This case study describes how Hindustan Unilever used three of its brands, Lifebuoy, Domex and Pureit, to help people in India adopt three cleaner habits - washing hands with soap, using clean toilets and drinking purified water - using online video and mobile technology.

Case Study

This case study describes how Hindustan Unilever used direct marketing and mobile content to persuade consumers to play games linked to three of its brands: Domex, Comfort and Surf Excel Matic.