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Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

News

STAMFORD, CONN: Marketing budgets are falling as a proportion of company revenue, according to a new study which suggests CMOs will be faced with some hard choices in 2018 as a result.

Article

Explains how to build long-term affinity with a brand using technology with a human touch and offers four rules for successful loyalty marketing.

Case Study

Chocolate brand Snickers used social media and gamification to appeal to teenagers in China during exam season and reverse negative growth.

Case Study

Soy sauce brand KecapABC used a multichannel approach to launch a new brand positioning to increase sales and boost engagement in Indonesia.

Article

JPMorgan Chase, the financial-services provider, believes that being "customer-obsessed" is now essential for brands to succeed.

News

LONDON: Big data is the driving force behind modern marketing, but it can seem overwhelming at times, so marketers should adopt six key steps to help them make the most of the mass of information, according to a leading digital specialist.

Article

HP Inc. faced a distinctive brand challenge as half of the former Hewlett-Packard, a company which split in two in late 2015.

Article

This article looks at how marketers can use big data and data-driven marketing to build a data strategy.

Opinion

Recent research shows that TV sponsorships drive long term brand awareness and account for 5% of TV ad spend since 2010.

Article

This article looks at the developments in VR and AR since the launch of Oculus Rift in 2012 and examines what each can bring to the marketing mix.

Research Paper

This article examines research carried out in the US by Samsung and Starcom into the benefits of VR in building emotionally engaging brand experiences.

Article

This article analyses how marketers can optimise their promotional strategy in-store, across their portfolio of products, and across different retailers.

News

NEW YORK: Social media and “advanced technologies” play increasingly important support roles in brands’ sponsorship activities, new research has shown.

Case Study

This case study looks at how Festival Republic, a festival company, used mini-games and music to drive traffic to the ticketing site and excite 16-25 year olds in the UK.

Article

Shiseido is using innovation and technology to drive gradual transformation across all of its 26 brands to prepare them for the future.

Article

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Research Paper

This paper presents the findings of an exhaustive study that used AI-based methods to provide a new level of evidence of what makes successful advertising and which creative content makes an ad sell more.

Research Paper

This paper highlights how Nestle, the food company, is addressing business questions faced by its Nescafe coffee brand in India, by working with disparate data and inspiring a more rounded solution to market research briefs.

News

SYDNEY: American Express knew that mobile was playing an important role in the credit card research process but initially struggled to quantify it beyond last click attribution, according to a senior executive at the company.

Article

This article outlines how American Express, the credit card company, investigated the role of mobile in its customer journey.

News

CANNES: Giving Barbie a video blog on YouTube has paid major dividends for Mattel, the iconic doll’s parent company, in terms of both consumer connectivity and sales growth.

Article

This event report addresses how Mattel, the toy manufacturer, is building a diverse content platform to bring its Barbie brand to life.

Article

This event report describes how social media has shifted from a new, largely uncharted medium that prized likes and shares, to a mature channel with big spend and accountability; as a result of the change, the need for a fresh use of social formats has never been more necessary.