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News

NEW YORK: The balance between global and local brands is tilting towards the former in many categories, new research from Nielsen indicates.

Case Study

Extra Gum accelerated its growth in the US by building emotional equity through a short film.

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Research Paper

Traditional brand channels are no longer the primary sources of brand meaning and, with the proliferation of social media, consumers now have greater exposure to images of brands produced by other consumers.

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

An overview of the 'Free From' food movement shows what products are popular in the category, provides global market insight and how key players are responding.

Article

Pizza Hut sought to refresh its brand in 50 vastly different Indonesian cities by employing ethnographic research and developing 'city personas' for segmentation.

Article

General Mills, the consumer packaged goods manufacturer, has successfully strengthened its insights function at a time of immense complexity.

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

Malt drink brand Milo used social media to change the narrative around parenting and raise purchase intent for the product in Malaysia.

Case Study

Condiment brand Lady's Choice, used a TV campaign pushing the idea of reunions to boost Christmas sales of its mayonnaise in the Philippines.

Case Study

Milk formula brand, Vinamilk, used a TV campaign to rebrand Optimum, its toddler milk, as Optimum Gold in Vietnam.

Case Study

Tea brand Brooke Bond Red Label conducted a three-year, multi-channelled social experiment to get customers to reappraise the brand and to regain its market-leadership position in India.

Case Study

Chocolate brand KitKat used its packaging and a social activation to achieve unprecedented sales around Valentine's Day in Thailand.

Case Study

Hindustan Times, the Indian newspaper, continued its mission to educate under-privileged children by focussing on building well-rounded personalities.

Case Study

Milk-based food and drink brand Bournvita launched a new variant – Badam Booster – targeting children taking exams in India with a TV ad.

Case Study

Soy sauce brand KecapABC used a multichannel approach to launch a new brand positioning to increase sales and boost engagement in Indonesia.

Case Study

Surf Excel, a premium laundry detergent, increased brand equity among Muslim consumers in India and Pakistan.

Opinion

Brands are recognising that the benefits of AR go well beyond the novelty factor and can drive business growth, say Hannah Robbins and Ophelia Stimpson of the Cultural Insight Team at Kantar Added Value.

Case Study

Visit Finland, the official travel guide for Finland, and Finnair, a Finnish airline, launched a digital campaign in the UK and Germany to encourage millennials to visit Finland for a winter vacation.

Case Study

Turkcell, Turkey's largest telecommunications company, transformed from being a telecommunications brand to a lifestyle brand by tackling the problem of diabetes.

Case Study

Knorr, a packaged foods brand, successfully increased sales and brand awareness in the UK, by tapping into millennials' relationship with food.

Article

This article offers case studies from China, Singapore and Japan on how brands, apps and social media platforms are using voice technology to engage consumers.

Article

This article describes some of the applications and use cases for AR at all stages of the shopper journey, backed by omnichannel purchase journey insights, creating a new concept dubbed Augmented Retail.

Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Laurier and Merries.