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News

SHANGHAI: Clothing retailer Gap took five years to roll out its brand across China, choosing to focus on the shared values of young Chinese and Americans, according to a senior agency creative.

Article

This article explores the future of Chinese brands on the world stage, and discusses China's concept of advertising creativity.

News

SAN JOSE, CA: Many marketers are struggling to adapt their content for different media destinations and geographical locations, according to research from the CMO Council, the executive network.

Article

This article, which is based on research by the CMO Council, outlines the challenges facing brands as they seek to adapt their marketing for audiences in different geographies and across a diverse slate of media channels.

Case Study

This case study shows how Tesco, a supermarket brand, positioned itself as a helpful brand to customers' needs, putting the UK consumer at the centre of each campaign.

News

PHNOM PENH: Brands must prioritise product education in Cambodia if they want to build consumer trust for new categories, a senior agency executive has said.

Article

This article explores how Cambodia is becoming a new frontier of growth for multinational brands, and what marketers need to focus on to achieve success in the country.

Article

The article explores how content marketing can be used effectively in the travel category, offering examples of localisation and experimental marketing.

Article

The article explores how local retail giants in Thailand, India and Vietnam are adapting for market-specific shopping culture and a digital future.

News

GLOBAL: Becoming a successful global brand requires an understanding of local cultures, lifestyles and ideologies, according to two industry figures.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

Article

This paper outlines the findings from Euromonitor International's Beauty survey, which drew from 1000 online consumers in 20 markets and concludes that the diversity of global beauty routines creates expansion opportunities.

News

HAVANA: Although the US trade embargo on Cuba still exists, a new report from Kantar Millward Brown advises international brands to take a serious look at the opportunities the country presents.

Article

This event report discusses how Cath Kidston, the British retailer, retains certain British traits as part of its identity, capitalising on moments of international interest in the brand's country of origin.

News

MUMBAI/BEIJING: A spate of business restructuring, revamped menus and new brand launches is reshaping the fast food sector, as global brands look to boost growth in the major Asian markets of India and China.

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 describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

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.

Article

The article explores how City Football Group, owners of Manchester City FC, are expanding their brand globally in North America and Asia.

Article

This Company Profile from Euromonitor provides key details and analysis of Yum! Brands Inc, the owner of brands such as KFC, Taco Bell and Pizza Hut.

Article

This article explores how MasterCard overcame an entrenched cash culture and regulatory restrictions in Vietnam to boost credit card use and social media engagement.

Case Study

This case study describes how Cadbury Dairy Milk, Ireland's most loved chocolate brand, used an integrated campaign to overcome stagnant sales in an overcrowded market category.

Article

This article explains five important considerations for multi-national brands when developing their local brand name in China, and how to avoid common pitfalls of Chinese localization.

Article

This paper is part of the China social branding report that seeks to understand the firewalled country through the lens of the biggest brands operating in the market; this iteration looks at KFC, the US restaurant brand, and its Chinese strategy.

Article

This paper explores the variations in the digital marketing efforts of three separate movie releases in China - Star Wars, Kung-Fu Panda, and Lost in Hong Kong - to capture local movie fans and box office revenue.