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Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

Case Study

Franklin Templeton Investment Management Ltd – Fondul Proprietatea (FP), Romania's biggest investment fund, launched Reaching the Point of No Return, a campaign to position FP as an activist shareholder.

Case Study

The Institute of Directors Southern Africa (IoDSA), a non-profit representing directors and professionals charged with corporate governance and governance in their individual capacities, launched a campaign in South Africa to build its reputation.

Article

This Company Profile from Euromonitor provides key details and analysis of Tesco Plc. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the retail market.

Case Study

Aflac, an insurance company, used PR in the US to showcase its commitment to corporate social responsibility.

News

LONDON: The reputation of companies operating in the UK has declined for the first time since the financial crisis of 2008, according to a new study that suggests there has been a major drop in trust and confidence in UK brands over the past year.

News

NEW YORK: The effects of corporate social responsibility (CSR) communications by financial institutions are influenced by management structures as much as the nature of the message, according to a paper published in the Journal of Advertising ...

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

Research Paper

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

Article

This report provides part I of an overview of company strategies in the world health and wellness market, including packaged foods, soft drinks and hot drinks, examining industry challenges and multinationals' activities.

Article

This essay explores how purpose can be problematic when used incorrectly, while it can be a brand's saviour when relevant and refined.

Article

This article describes the ways in which brands, such as Hyundai and NASCAR, have successfully interlaced environmental messages into their marketing.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

News

LONDON: Consumers in the UK now regard corporate governance and citizenship as more important to a brand's reputation than innovation, leadership or performance, a new report has found.

News

NEW YORK: The iconic charging bull statue in New York's financial district now faces a new statue of a "fearless girl", which was placed opposite it on the eve of International Women's Day to highlight gender inequality on corporate boards.

Article

This article examines the future of the web and the way in which it is being pulled in two very different directions, and how marketers should respond to this.

Case Study

This case study shows how Always, the feminine hygiene brand, used a social video strategy to build relevancy with girls.

Case Study

This case study describes how Liberty Insurance established a new brand in the highly competitive Irish insurance market by focussing on values.

Article

This article assesses the similarities and differences between the most valuable brands in China and Latin America, based on data from Millward Brown's BrandZ studies.

Research Paper

This paper describes how market research techniques were applied to measure quality of life in Thailand, and how findings were applied to improve quality of life.

Research Paper

This paper summarises some of the key experiences to have come out of India as it marks its 15th anniversary of the introduction of TV peoplemeters.

News

NEW YORK: Major brand owners from the US have fallen behind their international rivals in many of the areas defining corporate transparency, a report has argued.

News

NEW YORK: Major firms like PepsiCo, Procter & Gamble and Hewlett-Packard have all seen increased interest from activist investors, which can yield huge pressure for change if performance dips.

Case Study

Electrolux wanted to make vacuum cleaners from 100% recycled plastic, but could only manage 70% because of a worldwide shortage of recycled plastic.