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News

CHICAGO: Starbucks, the coffee house chain, is seeking to utilise sponsorship and partnerships to enhance brand love in its home town of Seattle.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

News

NEW DELHI: Vicks, an American brand of over-the-counter medications, took the Platinum SABRE for Best in Show at the 2018 South Asia SABRE Awards.

Article

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

Case Study

Philips, a Dutch multinational technology company, promoted its healthcare and personal health product portfolios in India by launching Philips Homecare to help people recover at home, freeing up hospital beds.

Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

Article

Marketers know that brand loyalty is partly based upon passing brand equity from generation to generation and often leverage that heritage with customers.

Article

Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.

Case Study

State Street Global Advisors, an investment firm, sparked a conversation on women's equality issues in the US with the statue of a girl confronting Wall Street's Charging Bull.

Case Study

Wendy's, a chain of fast-food restaurants, successfully increased sales and built awareness for its 'fresh-beef' brand motto in the US by directly engaging and responding to consumers' posts on social media.

Case Study

ANZ Bank Australia highlighted its partnership with the Sydney Gay & Lesbian Mardi Gras by redesigning its ATMs, banks and website to show its support.

Research Paper

Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.

News

NEW YORK: It was once the case that a one-off print ad was all that was required for brands needing to apologise for corporate failings, but they now have to do so across multiple channels in the digital age – and it is proving to be ...

Article

Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.

News

AMSTERDAM: UK food retailer Iceland, working with the PR specialist Weber Shandwick, has won the Platinum SABRE Award for Best In Show at the 2018 SABRE Awards EMEA, with #toocoolforplastics, a campaign that hit an important environmental ...

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.

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

Vodafone Group, a telephone network provider, launched ReConnect, a global recruitment programme across 26 countries.

Case Study

Allied Irish Bank (AIB), a financial services provider, launched a campaign in the UK and Ireland to revitalise its sponsorship of the Gaelic Games (GAA) and redefine its commitment to the sport and its fans.

Case Study

Iceland, a supermarket chain, launched the #toocoolforplastics campaign in the UK to raise awareness of its removal of plastic packaging from all own brand products.

Case Study

Hennig-Olsen Is, an ice cream brand in Norway, launched the Polar Race campaign to motivate employees to get in shape in order to reduce sickness absence and improve job satisfaction and employee engagement.

Research Paper

Looks into some of the most influential personalities in the Philippine social media and examines their Fan Activity Maps – a web of connections that shows all the other fan pages that share the same active fans of any given brand or influencer page.

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.

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.

Article

Sir Martin Sorrell, the ex-CEO of holding company WPP Group, believes several fundamental trends are transforming the advertising industry.