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Article

This Company Profile from Euromonitor provides key details and analysis of Haier Group.

Case Study

This case study explains how Zwitsal, an Indonesian baby products brand, increased its market share and mothers' emotional connection to the brand by using AI to create special moments between them and their babies.

Article

This article covers how brands can build brand resonance among Australian millennials by using loyal customers and influencers as brand advocates on social media.

Article

This Company Profile from Euromonitor provides key details and analysis of Lion Corp, the owner of brands such as Top, Look, Softlan and Charmy.

Case Study

This case study explains how Radiant, a laundry detergent brand, increased sales and market share by focussing on a different functional benefit to usual detergent marketing.

Case Study

This case study describes a campaign by Johnson's Baby, the baby care products brand, which sought to revive its 'baby bedtime' range by demonstrating it understood the impact of sleepless nights on parents.

Article

Whatever you call it, there is no standard definition of brand positioning, or the process of setting out what a brand promises to stand for in the eyes of its target consumer.

Article

This paper provides an overview of the global soaps and detergents industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

News

JOHANNESBURG: Major companies such as Coca-Cola, Nestlé and Wal-Mart are aiming to enhance their position in Africa, despite the variety of challenges facing firms in the region.

Case Study

This paper details the long-term advertising strategy adopted by Carex, a leading brand antibacterial handwash brand.

Case Study

This Silver Award-winning campaign for Original Source bath products aimed to move it away from its 'niche brand' status and increase penetration and market share, without diluting the brand's well-established values.

Case Study

This Bronze Award-winning paper discusses the advertising for Carex antibacterial handwash from 1999-2006.

Case Study

This is the story of soap brand Imperial Leather's sponsorship of the 2002 Commonwealth Games in Mancehster.

Article

Lorna Hawtin describes Imperial Leather’s award-winning sponsorship programme of the 2002 Commonwealth Games in Manchester, UK.

Case Study

A textbook example of how to make sponsorship work for a brand. This is the story of how Imperial Leather was able to win the sponsorship game for PZ Cussons by looking beyond the obvious.

Case Study

Campaign (2001-2) to reposition Imperial Leather soap in a full brand relaunch, based on recently-launched new variant Foamburst Gel.

Case Study

1998 TV campaign to renovate Cussons' 1001 Mousse carpet cleaner. Brand was under pressure from consumer and retailer apathy and aggressive competitor (Vanish).

Case Study

In 1997 1001 the carpet cleaning brand found itself under considerable pressure on many sides, notably due to the arrival of an aggressive new competitor (Vanish), growing apathy towards the sector amongst key retailers and consumers who considered the task and subsequently the sector somewhat negatively.

Case Study

This 1998 paper shows how an ad campaign not only helped to launch a liquid handwash but transformed a commoditised category and created an entirely premium added value category.

Case Study

This paper demonstrates how an advertising campaign helped to launch a new liquid hand wash and create a new premium liquid soap category.

Case Study

Launch of a limescale cleaner which dramatically increased the market and established the brand as clear leader.

Case Study

1986 launch of a new powder carpet cleaner. Claim based on a new formulation: demonstrated on TV (national), with poster support (in London only), coinciding with the main spring-cleaning time.

Case Study

Relaunching Soft and Gentle deodorant to a young target audience became necessary in 1984, owing to a lack in efficacy and its unexciting image.