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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

MUMBAI: Three quarters of the total viewership of the recently completed fifth season of the Vivo Pro Kabaddi League (PKL) came from rural areas, figures from the Broadcast Audience Research Council of India (BARC) show.

News

MIAMI, FL: Coca-Cola, the soft-drinks manufacturer, has developed an innovative spin on sponsorship through signing an endorsement deal with a virtual soccer player in FIFA 18, a video game created by EA Sports, a unit of Electronic Arts.

Article

The Coca-Cola Co., the soft-drinks manufacturer, has used its affiliation with the FIFA World Cup soccer tournament to engage fans in various ways.

News

SAN FRANCISCO: In recent years, publishers have rushed to create video content that they can monetise using pre-roll ads, but such an approach is short-sighted according to Bleacher Report, which sees its video future being driven by sponsorships ...

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

Research by e3 has identified a gap between what football fans want from sports media and what they’re actually getting from traditional brands.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Indian hair care brand Dabur Vatika boosted visibility and brand engagement by offering a collapsible changing tent to women at the Kumbh Mela festival.

Case Study

Beer brand Tiger used TV print and OOH to build awareness of its Street Football Festival and boost sales in Cambodia.

Case Study

Shopping site ShopClues used a multichannel approach to change the online shopping habits of customers in Tier 2 and 3 cities in India.

Case Study

Soft drink brand Coca-Cola used a multichannel approach and limited edition packaging to appeal to teens and boost sales in China during the Rio Olympics.

Case Study

Motorcycle manufacturer Bajaj used a social-media-driven content platform that tapped into national pride to launch a new commuter model in India.

Case Study

Broadcaster Sony MAX used a multichannel approach to attract viewers to cricket's ninth Indian Premier League season.

Case Study

Sponsor, a sports drink brand in Thailand, increased its sales by building a connection with sports lovers by helping them support the Thai national football team.

Case Study

Mobile brand Vodafone used a multichannel campaign to relaunch its network in India and highlight its superiority over 4G.

Case Study

TV channel Star Plus used a multimedia approach to appeal to younger female audiences in India by challenging gender stereotypes.

Case Study

Kids' malt drink brand Boost used TV and print to reposition itself in India.

News

MUMBAI: e-Sports is joining the plethora of national sporting leagues that have sprung up in India seeking to emulate the success of the India Premier League.

Case Study

Hornbach, a German DIY retailer, launched its ‘#Heldenkranz’ campaign to successfully reach ts target audience during the Euros 2016; despite the fact that the brand is unrelated to football.

Opinion

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

Case Study

Valencia CF, a Spanish football club, repositioned itself by creating a new brand manifesto that focussed on the football journey to inspire support.

Case Study

This case study shows how Samsung Australia, a technology brand, successfully increased its brand engagement and awareness by helping establish the Women's Netball team as role models.

Case Study

Samsung, a technology brand, partnered with the comedian Jack Whitehall to introduce its 'Samsung School Of' campaign to help drive brand love in the UK.

Case Study

Beats by Dre, a headphones brand, successfully established itself in the global headphones market by pairing with sports to promote its product as a tool for victory.