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Article

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Article

HBO, the cable network, has successfully used experiential marketing as a means to promote a variety of its shows in truly compelling ways.

Article

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

Case Study

McCain, the frozen food company, successfully branched into chilled potato products in the UK by using design to translate its brand relevance into new areas.

Case Study

One Feeds Two, a British charity, designed a simple smile logo to stand out on partners' packaging and raise awareness of its cause in the UK.

Case Study

Buttermilk, the Cornish fudge brand, increased sales of its branded range throughout the UK by positioning its product as both a gift and a snack.

Case Study

R & R Tofu, the British tofu company, created its own brand, the Tofoo Company, to successfully target both people cutting down on meat and vegetarians.

Case Study

Hi Mark, the Taiwanese sports equipment manufacturer, relaunched its global Body Sculpture brand by positioning the product as the hero.

Case Study

Waitrose, the UK supermarket chain, launched its new premium own brand label Waitrose 1 with a successful understated new design.

Article

Outlines the challenges and opportunities facing Thailand's e-commerce sector in the next two years and how brands can build successful e-commerce initiatives in the country.

Research Paper

Automobile brand Jaguar Land Rover created customised LinkedIn-focussed strategies to target their customers in India.

News

LONDON: Coca-Cola is the latest brand to join the war on plastic waste, announcing a new World Without Waste initiative which aims to collect and recycle the equivalent of every bottle or can it sells globally by 2030.

Article

Microsoft, the technology company, has enhanced its efforts at measuring digital advertising effectiveness having identified certain issues that needed to be resolved.

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.

Opinion

Digital publishing may be a relatively young industry, but as excuses go, this just doesn’t wash any more.

News

LOS ANGELES/BEIJING: Lime Crime, the cosmetics company, adopted a distinctive approach to launching in China in response to the unique dynamics that were facing its brand in the country.

Article

This event report looks at the challenges Lime Crime, a cosmetics company, faced in bringing its brand to China.

Research Paper

Cardinal Health, an American healthcare services company, aimed to evaluate its brand equity and profiling of customers by conducting a segmentation study.

Opinion

Each year the landscape that marketers face becomes more complex. Mobbie Nazir, We Are Social’s CSO, explores the themes the agency believes will affect the industry in the coming year.

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

KFC, the fast-food chain, used two music videos with a message that resonated with its Thai Generation Y target and its own brand essence to improve its brand scores.

News

SINGAPORE: The entire organization needs to step up when a brand is undergoing change, according to an executive at Singapore Tourism Board, who described her own brand’s journey as “very intense and very emotional”.

Article

This Company Profile from Euromonitor provides key details and analysis of Haier Group.

Case Study

The Big Issue, a charitable publication, successfully tackled the stigma around homelessness in the UK by launching its own brand of coffee.