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Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Article

This Company Profile from Euromonitor provides key details and analysis of Imperial Tobacco Group Plc, the owners of brands such as Davidoff, West and Gauloises.

Article

Godrej Group, an Indian conglomerate, created a PR measurement framework to disrupt its communications management and increase share of voice.

Case Study

Deutsche Post DHL Group, a German postal and international courier service, launched an outreach campaign to establish itself as an ambassador of globalisation and contribute to an objective debate on the issue.

Article

Looks at the lessons and insights from the world of political marketing, which can be useful for corporate brand managers.

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

DuPont, a fertiliser brand, provided information for farmers and growers by creating two localised landing pages and promoting them through a multi-media campaign in the US.

Case Study

Johnson & Johnson, a pharmaceutical and consumer packaged goods manufacturing company, launched a campaign in the US to raise brand awareness and perception, and establish itself as the leading corporate voice connecting humanistic stories with medical innovation.

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

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

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

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

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