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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.

Article

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

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 summarises Warc's latest adspend forecast for India, extending to 2016 and 2017.

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

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.

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.

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.

Article

This event report debunks several common myths about millennials, based on analysis from IRI, the research firm.

Article

This report explores how Latinos aged 50+ are a wealthy, expanding and influential consumer group that is increasingly playing a central role in the formation of a new American mainstream.

Article

This report argues that African-American consumers are defying stereotypes: the group is becoming affluent, influential, and culturally diverse; buying power is increasing along with influence over a wide variety of services and goods in the US mainstream market.

Article

This article explores the use of geotargeting and beacon technology to increase brand engagement with their customers.

Case Study

This case study explains how dish care brand Fairy UK dramatically reduced production costs by implementing a more effective design of its Shelf Ready Packaging (SRP).

Research Paper

Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix.

Research Paper

The creation of strong brands interests manufacturers and distributors, as well as researchers. However, previous investigations of brand equity have focused almost exclusively on manufacturers’ brands, without considering the brand equity of store brands.