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Article

Pabst Blue Ribbon, the beer, has repositioned its brand to champion diversity, a move reflecting long-term shifts in the US population.

Article

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.

Article

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

News

WISCONSIN: Kohl’s, the 55-year-old department store chain is a brick and mortar thriving at a time when many traditional retailers are busy fearing the Amazon effect on their business.

Case Study

SK-II, a luxury skincare brand, created a new campaign 'The Expiry Date' and turned the proverbial expiration date many Chinese women feel like they have into a real one.

Case Study

Skin and baby-care brand Johnson's used an integrated campaign in Indonesia to grow sales and establish itself as a baby-care expert in a category that lacked differentiation.

Case Study

Saregama, a music company in India, created a new product to monetise its music archive and appeal to older people.

Case Study

Diet brand Verena Sure circumvented strict government regulations by using its own digital and social media platforms to launch its over-the-counter product in Thailand.

Case Study

Savlon, the personal care brand, increased sales of its hand-wash product in India by making it easier to access and use.

Case Study

Over-the-counter brand Vicks used long-form video, distributed purely on social media, to reignite affinity, trust, and respect for the brand in India.

Article

Reese’s, the candy brand owned by The Hershey Co., has taken a bold approach to innovation as a means of enhancing its position.

Case Study

Emirates NBD, a leading bank in the UAE, used a novel approach and an integrated campaign to increase take-up of its investment savings plans.

News

LONDON: International drinks giant Pernod Ricard is doubling down on Amazon in the UK, as the platform emerges as a streamlined and demonstrably effective way to shift product.

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

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.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

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

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA, one of the world’s largest consumer goods companies.

Article

This Company Profile from Euromonitor provides key details and analysis of Hasbro Inc.

Article

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

Research Paper

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Article

This Company Profile from Euromonitor provides key details and analysis of Danone, the owner of brands such as Evian, Volvic and Aqua.

Article

This Company Profile from Euromonitor provides key details and analysis of Japan Tobacco Inc, the owner of brands such as Camel, Winston, Mild Seven and Glamour.