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Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Case Study

This case study shows how du, a telecommunications brand, analysed tourists' key targeting touch points when visiting the UAE, to directly engage them in order to increase sales.

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV. Included is a strategic evaluation with key facts about the Dutch company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

This Company Profile from Euromonitor provides key details and analysis of Estée Lauder, the owner of brands such as Clinique, Mac and Bobby Brown.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Article

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Research Paper

The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.

Article

This article, based on BrandZ's 2017 study of Chinese brands, covers how more Chinese brands can achieve international success.

Article

This article instructs how to gain cult appeal by attracting passionate consumers and encouraging them to spread the word.

Opinion

It’s a well-known cognitive hack that the more you are exposed to something, the more likely you are to like it, but Faris Yakob thinks that brands need to get smarter about taking advantage of this.

Article

This short article lists the books that influenced Antony Mayfield, partner and CEO at Brilliant Noise.

Opinion

What could be more planner-like than holding a chunky survey and feeling a creeping sense of doubt, asks Tom Morton? The good news from WARC’s Future of Strategy survey is that planning is becoming a more important part of agency life: a bigger influence in two-thirds of agencies, and a bigger department in half of agencies.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Article

This report provides an overview of the global hot drinks industry, examining the performance of hot drinks comparatively, leading companies, growth brands, and trends shaping the development of the market.

Research Paper

This paper looks at the use of technology to enhance measurement and insights for the out-of-home industry in the United States.

Article

This article looks at how global brands should be appealing to wealthy consumers who continually migrate around the globe.

Article

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

Case Study

This case study explains how WWF Hong Kong, the wildlife charity, challenged misconceptions about the ivory trade and achieved a total ban of the trade of ivory in Hong Kong.

Case Study

This case study explains how Lurpak, a premium butter brand, repositioned itself to drive sales in the UK, by connecting with consumers through their love of food.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study shows how Metro Trains Melbourne, an Australian railway-operating brand, increased consumer awareness about railway safety by creating a mobile gaming app derived from its previous 'Dumb ways to die' campaign.