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Case Study

This case study describes how soft-drink brand Pepsi used digital and traditional media to connect with Egyptian youth and regain its association with music.

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 article summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

News

NEW DELHI: Coca-Cola, the soft drinks giant, is rolling out a new brand at a significantly lower price point as it seeks to wrest share back from small, regional brands and address price rises that have resulted from the implementation of the goods ...

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

Article

This case study shows how Britvic, a soft drinks bottler, devised a new internal strategy to consolidate marketing and creative guidelines to be applied across its global businesses.

News

KUALA LUMPUR: Malaysia's online retail market is forecast to grow 23% per year until 2021, largely down to electronics and media, according to a new report from management consultancy firm A.T.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

News

KUALA LUMPUR: Malaysia has become the first country outside of China to take part in Alibaba's electronic world trade platform (eWTP) initiative, which envisions digital free-trade zones for small and medium-sized businesses.

Case Study

This case study describes how Turkcell, Turkey's largest telco, turned its focus onto diabetes - a misunderstood and stygmatised condition in Turkey - and created a way to help diabetics through a healthmetre.

News

BANGKOK: Brands seeking to engage millennials in Asia are advised against treating them as a single entity and instead should recognise that those born in the 1980s and 1990s have distinct lifestyles and opinions.

Research Paper

The focus of this paper is on levels of service failure and recovery strategies in relation to UK online fashion retailers.

Article

This article outlines how Asian consumers approach the concept of health and nutrition in food choice making, compared to Westernised countries.

News

GLOBAL: People's trust in the institutions of media, government, business and NGOs has fallen in the past year, according to a new study, which suggests that business is best placed to rebuild trust in the system as a whole.

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.

Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Research Paper

This paper describes work carried out for AB-inBev in Germany, in support of a mixed-method approach aimed at understanding Generation Z and translating the findings into insights worth embracing - through a film outlining the diverse stories of this generation.

Case Study

This case study shows how Walls, an ice-cream brand in the UK, created a child-like humorous campaign to increase sales.

Case Study

This case study describes how Turkcell, Turkey's largest telecommunications company, tackled a global problem that is particularly acute in Turkey - diabetes - by removing the shroud around the condition and changing inertia into action.

Article

This article relays research from the Futures Company on the profound value differences between voters on opposing sides of the referendum in the UK on membership of the European Union, and explores the implications for both politics and communications.

Research Paper

Taking the case of China, this paper examines the relationship between different luxury value dimensions, and explores how these affect consumers’ purchase intentions.

Case Study

This case study shows how SuperValu, a local Irish retailer, wrestled back leadership from Tesco and defied the forces of globalisation thanks to a new digital campaign.

Research Paper

This paper explores the findings from the BBC World Service's research into becoming relevant for the global youth, which reveals that a global strategy involves an understanding of the local level.

Research Paper

This paper reports the findings of a study into what millennials are looking for when choosing a mobile network provider, including the best ways to talk to this demographic, and what would influence their likelihood to switch or stay with a provider.

Research Paper

This study paper explores the current state of gender inequality in Cambodia through three lenses: demographics, including employment, education levels, marriage, and English proficiency; psychographics, including lifestyle and media; and attitudes toward traditional gender roles.