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Case Study

PricewaterhouseCoopers in Malaysia set out to restore trust in the institutions of government, media, business and NGOs.

Case Study

Valencia CF, a Spanish football club, repositioned itself by creating a new brand manifesto that focussed on the football journey to inspire support.

Article

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.

Article

This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.

Research Paper

This paper describes a research method used in Latin America involving automated telephone interviews combined with a semantic analysis of the output.

Research Paper

This paper describes a Brand Audit for Ambev, the Brazilian brewing company, that covered its own premium brands and those of its main competitors, using a methodology analysing social media output.

Research Paper

This Speaker’s Box article looks at the role of marketing in cybersecurity, particularly in regards to preparing for and managing the consequences of data breaches.

News

NEW YORK: President Trump's propensity for tweeting about anything from developments in reality TV to criticisms of specific companies and brands is leading to a surge in a new business area for PR agencies.

News

NEW DELHI: The value of effective crisis management has been demonstrated in the 2016 rankings of Brand Equity's Most Trusted Brands, as Maggi, the noodle brand pulled from the shelves in 2015, recovered from 95th to 25th position.

Article

This event report details some expected trends in 2017 and how they will affect the marketing landscape, from the dangers of filter bubbles to the rise of live streaming.

Case Study

This case study shows how Maggi, a food brand, regained consumer trust in India after being labelled hazardous for consumption.

Article

This event report outlines how Under Armour, the sporting goods group, turned American social-media controversy surrounding its "Chef" Curry sneakers into a profitable moment for the brand.

Case Study

This case study shows how Almond Breeze, an almond milk brand in the US, positioned itself as a healthy milk alternative through a content and word-of-mouth based campaign.

Article

This article outlines the key megatrends in India that marketers should be aware of in 2016.

Case Study

This case study shows how Three, a British telecommunications company, increased its brand awareness and grew its sales using a viral campaign strategy.

Case Study

This case study describes how the Indian Government created an amnesty scheme to encourage stubborn tax avoiders to pay their tax.

News

NEW YORK: Brands which have the correct procedures and protocols in place can turn social media and PR crises into opportunities for showing off their superior customer service skills, a leading executive from Microsoft has argued.

Article

This event report looks at the changing role of the chief marketing officer and how this is playing out in an Indian context.

Case Study

This case study describes how the Lulea Government /Lulea Business Agency in Sweden encouraged the development of datacentres in a remote polar region.

Article

This event report outlines how adidas, the sports brand, scored an unlikely success at the 2014 World Cup through establishing a Twitter account for its official match ball, the "brazuca".

News

NEW YORK: The vast majority (91%) of global chief communications officers expect social media to have the single biggest impact on their job over the next few years and 73% are hiring more social media experts in response, a new survey has shown.

Article

This article highlights some corporate social media blunders and offers advice for brands to avoid embarrassment, including a crisis management protocol.

Research Paper

The purpose of this research is to help better understand the effects of a productharm crisis on crisis and non-crisis brands’ customer perceived value and market competitive structure in the auto industry.

Article

This article provides guidance on how a brand can manage a crisis and provide good customer service through social media.

Article

This article explains the opportunity represented by real-time marketing and cautions against poorly executed and obviously pre-planned strategies.