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Article

Conduent, the business-services firm, faced the challenge of building a major new brand in a compressed timeframe as it span off from Xerox, the document and printing company.

Article

Outlines the implications for agencies presented by the digital revolution, social media, e-commerce and artificial intelligence.

Article

Provides key details and analysis of Reckitt Benckiser Group, a multinational consumer goods company, including home care market assessment, surface care, laundry care and automatic dishwashing.

Case Study

Bryte Insurance Company, a merger of insurance company Zurich South Africa and its Botswana counterpart, launched a brand event to unveil its new branding to employees and customers.

Case Study

MetLife Japan, a life insurance company, made the conversation around life after reitrement easier in Japan by launching a multi-media call to action campaign.

Research Paper

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

Case Study

Bodegas Barbadillo, the Spanish winery, communicated itself through many brands instead of just one.

Case Study

This case study explores how Breeze, a detergent brand, ran a national campaign in the Philippines to take out the worry from removing stains and help moms see the good in dirt.

Case Study

This case study explores how Whirlpool, a multi-national manufacturer of home appliances, launched a national campaign in the US to supply 17 schools with washing machines.

Case Study

This case study explores how Harbin Beer, a leading beer brand produced in China, initiated a worldwide campaign by connecting sportsmanship, in relation to the Olympics, with a celebratory beer.

Case Study

This case study describes how Booth's, the British retailer, overcame UK legislation that saw shoppers charged 5p for plastic bags by creating bespoke fabric bags - a new product category capable of growing sales.

Article

This paper outlines ways to transform perceptions of design, by demonstrating its importance to business.

Article

This article examines the best practices involved in extending a brand beyond its original product, including understanding the brand, setting new visions, and thinking about delivering competitive product benefit.

Research Paper

In academic and practitioner literature, codes of ethics are generally understood to act as a mechanism guiding and ensuring ethical behaviour.

Article

This essay argues that the goal of marketing communications should be to focus on online human engagement and emotion via brand anthropomorphism and employee connectivity to create a genuine human-brand relationship.

Research Paper

This paper explains efforts to introduce a brand metric capable of scientific rigor in measurement, with demonstrable relationships to business growth, and capability to be managed.

Research Paper

Online crowdfunding is a popular platform for entrepreneurs to engage consumers by raising funds for creative projects.

Case Study

Johnson Controls, a multinational conglomerate that produces automotive parts, used PR to increase corporate identity within its employees on Wall Street, in the US.

Research Paper

This research investigated the relative effects of marketing communications on a chain of “marketing-productivity” measures—metrics that evaluate the influence of marketing at the consumer, market, financial, and company levels.

News

LONDON: From product packaging to corporate identity, design is an important factor in business success and its impact needs to be quantified in order to give it the standing it warrants, a leading industry figure has argued.

Article

This article argues that design is very important for business success, and is a major factor in a company's growth or decline.

Case Study

This case study demonstrates how Scoot, a low-cost Asian airline, used a media stunt to grow international brand awareness.

Research Paper

We develop a new measurement scale to assess consumers’ brand likeability in firm-level brands. We present brand likeability as a multidimensional construct.

Research Paper

The purpose of this paper is to expand the domain of brand positioning measurement by demonstrating how network analysis techniques are used in brand positioning research.

Article

This article argues that tone of voice is an important, yet often overlooked, consideration in the development of a brand's personality.