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Article

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Case Study

This case study explains how the National Fair Housing Alliance (NFHA), a consortium of civil rights and housing organisations in the US, used a short, emotional film to influence business leaders and policy makers.

Article

This event report addresses how Merck, the pharma group, is developing its approach to digital marketing.

Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Case Study

This case study describes how Wilson Browne solicitors, specialising in private client and commercial law, rebranded itself in the United Kingdom having left a national umbrella network.

Research Paper

This paper provides an overview of the Annual Global CEO Survey by PwC, the professional services group which, having run for 20 years, examines how CEOs respond to prolonged disruption in the market.

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.

Case Study

This case study details how SkoFIN, the Czech financier of new cars, changed its name to Volkswagen Financial Services in line with the rest of Europe, without losing the typical amount of sales from a name change.

Research Paper

This paper examines how surveys can be used responsibly by companies in order to find a balance between reasonable use of data and the protection of individual privacy.

Research Paper

This paper explores the application of behavioural economics and neuroscience as tools for enhancing the recruitment of participants to qualitative research studies.

Case Study

This case study describes how Volia, a Ukrainian telecoms provider, used shopper insight data and econometrics to link its call centre productivity to its media strategy.

Article

This article explores how highly regulated brands can produce interesting, surprising, and fresh marketing ideas despite the many restrictions on what can be shown.

Article

This article argues that the promise of Big Data is compromised and hindered by structural requirements built for yesterday, when Big Data is an analytics technique of the future.

Article

This article looks at the problem of attracting talent to the marketing profession, as the profession undergoes massive change; a situation that demands marketing practitioners clearly define its evolving role in American business.

Article

This article exmaines how brands can use product recalls to their advantage by reconnecting with consumers, gathering intelligence and enhancing loyalty.

Case Study

This case study describes how BIM, a non-commercial state government agency responsible for the development of the Irish Seafood Sector, persuaded Irish fishermen to think again and start taking the necessary steps to change the habit of a lifetime and use a Personal Flotation Device (PFD).

Article

This article summarises Warc's latest adspend forecast for India, extending to 2016 and 2017.

Case Study

This case study details Direct Line's 'Fixer' campaign in the UK, that leveraged the insurer's hassle-free solutions-providing image to build awareness and increase renewals.

Research Paper

Current practice in the field of neuromarketing either regards physiological measures as superior to self-reporting or uses just one type of measure.

Article

This article describes how marketers must work to create brand equity while always keeping in mind what is most important for CEOs.

Article

This article looks at the decision-making process that consumers undergo in order to make a purchase, connecting and engaging with different options, before finally settling on a brand.

Research Paper

This paper looks at the opportunities in the Chinese beer market for new brands as incomes grow, and at the proliferation of smartphones and other digital tools that will create better research in the alcoholic beverage category.

Article

This event report looks at how big brands have used tone of voice to develop engagement methods that save a customer time, and save the company costs of –in one case– £6M.