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Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Research Paper

Sonae Sierra, an international retail estate company, conducted research to gain insights into shoppers' eating habits and environments in order to improve its food courts.

Article

This Company Profile from Euromonitor provides key details and analysis of Hasbro Inc. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the leisure market.

Article

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

Case Study

Credit card brand Mastercard used a social media campaign based around travel and parenting to drive leads to merchant partners in India.

Case Study

Credit card brand Mastercard used digital and social media to connect with mothers in Singapore.

Case Study

Chinese brand Huawei used a multichannel approach to launch its dual-lens P9 handset in Malaysia and beat Apple in the process.

Case Study

Luxury bespoke tailoring brand Raymond Made to Measure launched a multichannel strategy to boost sales and the tailoring category as a whole, in India.

Case Study

Volkswagen successfully relaunched its Beetle car model in India with a nostalgic online video.

Case Study

Nestlé brand Maggi Noodles retained its brand love and consumer trust after a ban in India.

Case Study

HT Media used a multichannel strategy to launch a new FM station, Radio Nasha, in Delhi.

Article

This Company Profile from Euromonitor provides key details and analysis of Hilton Worldwide.

Article

Clorox, the cleaning brand, found marketing success by combining a focus on data with tangible human insights.

Case Study

LEGO, a children's toy brand, introduced the 'Rebuild Your Memories' campaign during Singapore's 50th birthday celebration, which both showed parents the pressures they were putting on their children and increased LEGO's sales.

Case Study

Barnardo's, a British children's charity, re-established its brand with the British public by producing an advert that broke conventions of children's charity advertising.

Article

This Company Profile from Euromonitor provides key details and analysis of LEGO Group. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the leisure market.

Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

Article

This article offers strategies for recognising and minimising biases that can lead to suboptimal thinking and decisions in organisations.

Article

This interview examines the success of the Art Fund non-profit’s Art Pass campaign in the UK.

Article

This Speaker’s Box looks at the ancient history of advertising and examines how modern marketers can learn from early examples of advertising.

Case Study

Colonial Williamsburg, a national tourist attraction in the US, released a new mobile app to encourage tourists to interact in the real world.

Article

This Company Profile from Euromonitor provides key details and analysis of LG Corp, South Korea’s fourth largest conglomerate which has four divisions including Home Appliances & Air Solutions.

Research Paper

This paper explains why ambitious market researchers should embrace the principles of comedy in order for brands successfully to convey truth.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Research Paper

This paper explains how data mining using artificial intelligence (AI) helped gauge interest in Arper, an Italian furniture company, and competitor brands on digital platforms.