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Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

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.

Article

This Company Profile from Euromonitor provides key details and analysis of Estée Lauder, the owner of brands such as Clinique, Mac and Bobby Brown.

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.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Article

This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.

News

MUMBAI: Sales of natural personal care products in India are growing twice as fast as the overall market, according to new research, and could soon make up more than half the category.

Article

This article explores how Cambodia is becoming a new frontier of growth for multinational brands, and what marketers need to focus on to achieve success in the country.

Article

This article discusses how Patanjali, an FMCG challenger brand, built success in India through social media and the fame of its founder, spiritual yoga guru Baba Ramdev.

News

GLOBAL: Emerging markets now account for 51% of global spend on FMCG, rising from 48% in just three years, according to new figures from Kantar Worldpanel.

Research Paper

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.

Case Study

This case study shows how Unilever used a film and a travelling roadshow style promotion to increase sales of various beauty, food and other brands in Cambodia.

Article

This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured.

News

MUMBAI: As the implementation of India's Goods and Services Tax (GST) nears, two of the country's largest consumer goods companies are taking opposite views of the reform's impact, but, regardless, Indian consumers can expect to pay more for soaps, ...

Research Paper

This paper describes research that explores whether consumer decision-making, in relation to shopping across different categories and seven national markets, is influenced by culture.

Article

The article explores the astonishing rise of homegrown Indian FMCG giant, Patanjali Ayurved, and how the company is building an alternative, natural brand to multinational competitors - and winning.

Research Paper

This paper analyses the concept of ‘Relevant Reach’, defined as the ability for advertisers to use data from online marketing capabilities to reach the highest potential pool ofbuyers.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

News

HOLLYWOOD, FL: Procter & Gamble, the FMCG giant, is implementing a non-negotiable five-point program as it seeks to identify which agencies, publishers and measurement providers are willing to proactively clean up the digital ecosystem.

Article

This event report outlines how Procter & Gamble, the FMCG giant, is driving new measurement standards across the digital ecosystem.

News

NEW DELHI: The value of effective crisis management has been demonstrated in the 2016 rankings of Brand Equity's Most Trusted Brands, as Maggi, the noodle brand pulled from the shelves in 2015, recovered from 95th to 25th position.

Article

This article explains why too much focus when seeking customer insight is dangerous for brand strategy, if brand strategists focus too much on the 'thin end of the wedge'.

Article

This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

News

LONDON: In an age of social media, it is understandable that marketers devote so much effort to digital channels for the launch of new products, but a new report has shown how important good package design remains to be successful.

News

BOSTON/NEW YORK: In an age of rapid product innovation and improvement, it appears that consumers are unconsciously more prone to damage or neglect what they currently own in order to justify an upgrade, new research has suggested.