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News

LONDON: For a brand to grow, it must understand its target market, become the first brand that people see as they move towards a purchase, and stimulate demand – though not necessarily through advertising – an industry figure has ...

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

Opinion

Music is a powerful tool for branding that rarely receives recognition. iris' Eve Carpenter looks at how brands like John Lewis and Domino’s Pizza have used music to grab attention, build association and cement an emotional connection.

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.

Case Study

This case study shows how Teach For Qatar (TFQ), an NGO in Qatar, increased its number of teaching applications by appealing to young people's desire to lead.

Article

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson Inc, the owner of brands such as Listerine, Johnson's Baby and Neutrogena.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Article

This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Article

This Company Profile from Euromonitor provides key details and analysis of Amway, the owner of brands such as Nutrilite.

Article

This article shows the clear evidence that copycat brands are disrupting consumers' search and decision-making process, which is bad news for both original brands and shoppers, who find themselves manipulated.

Article

This article outlines how to achieve brand growth through brand availability and knowing your target market, illustrating the learnings with a case study from the yoghurt sector.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

News

SYDNEY: It's time for brands to think beyond art and embrace science, as neuroscientific research can now show how creative choice in ads can actually drive away potential customers, an academic has said.

Opinion

Planners need to be the change agents inside their agencies and help change how we work to guarantee a more fulfilling future, says Gareth Kay.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

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 explores the link between long term memory encoding and commercial effectiveness, and how marketers can use neuroscience to create more effective campaigns.

Article

This paper summarises key findings from the IPA report, ‘Media in Focus’, itself an analysis of the media elements within the IPA’s Databank of advertising effectiveness case studies.

Article

This article provides a best practice guide to using magazine media, which offer marketers highly engaged consumers through the provision of professionally edited, original content – across an array of platforms – focussed on a particular passion point.

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.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Research Paper

This study looks at how Delta Air Lines, a US aviation company, developed a new key metric to evaluate its marketing effectiveness.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.