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Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV.

Article

Georgia-Pacific, the paper products company, is tapping a philosophy of “restless discontent” as it adapts in a changing business-to-business (B2B) environment.

Article

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.

Case Study

Philips, an electronic appliances brand, was able to convince Koreans that their clothing iron can make the laborious task of ironing much easier.

Case Study

Listerine, a mouthwash brand, increased its market share and changed perceptions of its brand across APAC by launching an experiential event that showed how Listerine can help you live bolder.

Case Study

SAP Customer Experience (SAP CX), a software corporation, was able to shift perceptions of it from an IT vendor to a thought leader in customer experience and e-commerce in Singapore and the wider APAC region.

Case Study

Jetstar Asia, a budget airline, encouraged Singaporeans not to travel during the Lunar New Year period in order to build an emotional connection with local consumers and increase brand love.

Article

Outlines a simple four-step process for applying behavioural science to optimise everyday communications.

Case Study

Deodorant brand Rexona used a youthful, locally flavoured campaign to raise its profile and grow sales in the Egyptian youth market.

Article

This Company Profile from Euromonitor provides key details and analysis of Bacardi & Co Ltd, the owner of brands such as Grey Goose and Eristoff vodka.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

Article

This Company Profile from Euromonitor provides key details and analysis of Samsung Corp in the consumer appliances market.

Article

Away, the direct-to-consumer luggage brand, has developed various ways of engaging its target audience beyond pure e-commerce.

Article

This Company Profile from Euromonitor provides key details and analysis of Carlsberg A/S.

Research Paper

This study proposes a new measure of emotions suitable for research with children. Emotions play a key role in shaping children’s responses to advertising, but research on these influences is scarce and underdeveloped.

Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

Article

To guarantee a successful launch, mapping behaviours and need states against the roles that brands play in consumers’ lives can lead to more effective brand experiences that build affinity with the audience.

Case Study

Optus, a telco brand, developed a game plan to drive long-term growth in Australia, which harnessed the determination and charm of athlete Usain Bolt.

Case Study

MJ Bale, a men’s fashion brand, promoted its new cool wool suits in Australia by getting a weatherman to wear them in four extremely hot locations.

Case Study

Leggo's, an Italian cuisine brand, increased sales in Australia and established a clear lead over competitor, Dolmio with its character of an Italian-Australian Nonna.

Case Study

Aldi, a value supermarket, was able to increase quality perceptions during its Christmas campaign by tapping into the needs of Australian households.

Article

A global outlook on the beauty and personal care market, including the leading companies and brands, key trends shaping beauty and personal care, and market snapshots.

Article

ThirdLove, a bra and underwear brand, has tapped the power of digital data in an attempt to disrupt an entire category.

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.