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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.

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.

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.

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 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/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 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.

News

SHANGHAI: Two thirds of China’s high net worth individuals (HNWIs) gave themselves gifts last year – and brands can leverage that mentality to enhance emotional connection, a new report suggests.

News

NEW YORK: Luxury menswear has traditionally lagged behind womenswear, but that is already beginning to change as social media platforms encourage men to try out luxury clothing in new and innovate ways, industry experts have said.

Article

This report provides an overview of the global beauty and personal care industry, including the performance of categories, key trends driving the market and opportunities for growth.

Article

This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Article

This report offers a global outlook for the apparel and footwear market, examining the performance of its various categories comparatively, against other consumer industries and across regions and markets.

Article

This article looks at what won't change in the near future and how these constants should influence a company's marketing strategy.

Article

This research explores the impact of price on consumer behaviours in India, including price elasticity and the price-value equation as perceived by shoppers on a category by category basis.

Case Study

This case study shows how Signature, a whisky brand, tapped into millennials' aspirations in order to increase brand equity in India.

Case Study

This case study shows how SPC, a food brand, increased sales by quickly reacting to a food scandal hitting Australia and putting local farming families at the front of their campaign.

Case Study

This case study describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

Case Study

This case study describes how French liqueur Chambord joined Stylist magazine to take the brand in a new content-rich direction to reinvigorate the brand in the UK.

Article

This article provides marketers with information and guidance about luxury brand advertising.