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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.

Article

This article examines the impact and ramifications of the explosion of digital commerce and analytics.

Article

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

Article

Macy’s is one of the world’s most iconic traditional retail brands, but its push into the Chinese market required an entirely different approach with mobile, e-commerce and VR at the fore.

Case Study

Magnum, the ice cream brand, increased sales through the successful launch of its new Magnum Double product during summer in Ireland.

Article

7-Eleven Philippines is pioneering a new business model to take e-commerce to the Philippines mass market – potentially 90 million people - via its 2100 stores nationwide.

News

LOS ANGELES: Following Amazon’s acquisition of Whole Foods and subsequence price cuts, rivals Trader Joe’s and Sprouts Farmers Market have suffered heavily from consumers defecting, according to data released this week.

Case Study

FamilyMart, a convenience store chain, used a series of educational events for children to increase footfall to its stores in Japan.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's hot drinks brands, including Nespresso and Nescafé.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study shows how Macy's, the department store brand, restored America's belief in Santa Claus by crowding Internet search engines with stories confirming his existence.

Research Paper

In August 1997, the U.S. Food and Drug Administration (FDA) allowed brand-specific advertising on television.

Case Study

This case study describes how the OTC pain-killer Advil, regained its equity and consumer connection in the US with an omni-channel campaign, "Distant Memory".

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

Article

This report describes how FMCG brands are using mobile strategies including geo-targeting, iBeacon technology and online brand films to innovate the path-to-purchase.

Article

This article considers the ways in which brands can be manifested throughout the purchase journey, drawing together the artificial divide of marketing and sales.

Research Paper

Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.

Case Study

This case study shows how Tesco, a supermarket brand, successfully launched its UK Christmas campaign by marrying a previously used campaign strategy with a trending online content model.

Case Study

This case study details how Kleenex, the tissue brand, increased US sales through appealing to human emotion with its Someone Needs One campaign.

Case Study

This case study describes the former #1 coffee brand in Canada, Nabob, and its return to market prominence by harnessing fashionable 21st century coffee culture.

Article

This article describes how marketers in the United States can achieve specific goals without a multimillion-dollar budget by being smart and creative with the resources they have at their disposal.

Research Paper

The purpose of this paper is to expand the domain of brand positioning measurement by demonstrating how network analysis techniques are used in brand positioning research.

Research Paper

Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares.

Article

This report argues that diaper and formula markets are significantly influenced by word of mouth, therefore a deep understanding of what drives product choice is critical.