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News

AFRICA: Many multinational businesses have found that sales and profits in sub-Saharan African markets are below expectations but that is because their expectations were unrealistic in the first place, a regional analyst has argued.

News

SHANGHAI: Luxury brands have long been wary of China’s e-commerce platforms – which are rife with fake goods – but with Chinese e-retailing now worth US$751bn annually, they can no longer afford to look away.

News

CANNES: Tommy Hilfiger, the fashion brand, has seen major benefits from implementing a new approach that makes its clothes available to buy the moment they are first shown on the catwalk.

News

GLOBAL: Sephora, the LMVH-owned beauty retail brand, has launched a new platform, the Beauty Insider Community, which sits within its ecommerce site to encourage fans to talk about new product releases, trends, and deals.

News

BEIJING: Alibaba, the Chinese e-commerce giant, has unveiled several significant enhancements to its Intellectual Property Protection (IPP) Platform as it seeks to reassure brands that its online marketplaces are safe from counterfeiters.

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

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.

News

SHANGHAI: Coffee chain Starbucks is opening 500 new stores a year in China, at a time when other Western brands rethink their China footprint, and the company’s Executive Chairman believes its success stems from adapting to local culture.

News

BEIJING: Shifting mindsets among mature Chinese consumers have uncovered huge spending potential, spurred by the rapid growth in the country’s economy.

Case Study

This case study describes how potato chip brand, Chipsy, used its packaging as a sports-betting medium to boost sales in Egypt and leverage its sponsorship of the UEFA Champions League.

Case Study

This case study describes how Chinese mobile brand Tecno used an innovative TV campaign to launch its C9 smartphone in Egypt, during Ramadan.

Article

This Company Profile from Euromonitor provides key details and analysis of Estée Lauder, the owner of brands such as Clinique, Mac and Bobby Brown.

News

TOKYO: Despite the luxury sector’s traditional reluctance to embrace direct-to-customer ecommerce solutions for sales, two mature luxury markets have shown a particular divergence as just 73% of brands in Japan have adopted, compared to 90% ...

News

DETROIT: Car owners’ attraction to new vehicles remains strong, according to the J.D. Power 2017 U.S.

Article

This article explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

Article

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Article

This article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.

Research Paper

The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.

News

SHANGHAI: Brands looking to prosper in China need to tap into the nation’s cultural trends and position themselves in a way that resonates with key demographic groups a new study suggests.

News

SHANGHAI/NEW YORK: WeChat and Weibo dominate the social media landscape in China, but for Becky Li, one of the country's top fashion bloggers and key opinion leaders (KOLs), WeChat is more effective because of its trust factor.

News

LONDON: Brand segmentation efforts should never be compromised by whether the resulting consumer target audience can be easily found in media or media surveys, an industry figure advises.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Article

This Company Profile from Euromonitor provides key details and analysis of Amway, the owner of brands such as Nutrilite.

Article

This article provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.