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News

SYDNEY: As travel marketing has shifted towards portraying memorable, meaningful experiences, legacy travel brand Contiki has adapted its content strategy to broadcast the first-hand experiences of its customers, resulting in e-commerce sales ...

Case Study

This case study shows how Trinity Mirror, a news publisher, redefined the UK mass media market and positioned itself as a gateway for advertising businesses to engage with it through media placements.

Research Paper

This paper explains efforts to introduce a brand metric capable of scientific rigor in measurement, with demonstrable relationships to business growth, and capability to be managed.

News

NEW DELHI: As Nestlé India battles to contain the fallout of a major food scare, a consultancy firm has estimated that Maggi, the brand at the centre of it, will lose some $200m in brand value.

Research Paper

Brand valuation began in the 1980s as a financial tool used to separate out the value of brands from goodwill for accounting purposes.

Opinion

Amidst all the new content we've recently added (like Esomar Congress papers, Jay Chiat case studies and the shortlisted cases to our own Innovation Prize ) here are my must-read picks – five stimulating, enlightening articles on topics as diverse as hybrid consumers, total video and winning boardroom-backing for brand investment.

News

LONDON: Apple, Google and Microsoft consistently appear in the top five of rankings of the world's most valuable brands, according to a new analysis which argues for a more consistent way of valuing brands on balance sheets.

Article

This article explains how to engage in brand valuation and demonstrates the real commercial benefit marketing delivers to a business.

News

LONDON: Aldi, the German discount supermarket chain, has been rated as the UK's top brand for the first time in the latest YouGov BrandIndex 2014 mid-year Buzz rankings.

Article

A brand can be defined as a promise in the customer's mind, with brand equity as the sum of the constituent ingredients of that promise.

Article

This article argues that a solid brand architecture plan can improve the chances of success of mergers and acquisitions (M&A) that involve a range of different brands.

Article

Consumer goods companies such as Unilever, Procter & Gamble and Nestlé place the main focus of their branding efforts on their individual brands, while the likes of Colgate-Palmolive and Coca-Cola reap huge value from their corporate branding.

Article

This report from the second Chief Marketing Officer Conference in Zürich leads with coverage of Prophet's Scott Davis and his 5-point manifesto for marketers moving from tactitians to 'visionary marketers', as detailed in his book "The Shift".

Article

In this fresh-thinking analysis, John Gerzema and Edward Lebar analyse the growing ‘brand bubble’ – the perilous situation in which financial market expectations and values of brands continue to rise while the consumer interest and trust in brands continues to fall.

Article

The importance and varying approaches to brand valuation are discussed by WARC's regular columnist, Tummler.

Article

The author argues for the importance of brand valuation. Brands with high values or strengths are proved to be the best survivors in recession: they not only generate higher sales and price retention, but also enable companies to negotiate better terms with suppliers and retain good employees; thus they command higher share prices.

Article

According to Simon Silvester, differentiation is vital to marketing but few companies ever measure it on their brands.

Article

Good marketing can have a direct impact on shareholder value, which depends on forecasts of future earnings.

Article

Martin Deboo, consumer goods analyst at investment bank Investec, argues that marketers and shareholders are on the same side when it comes to wanting sustained and profitable organic brand growth.

Article

Dr Angela Pirrie, brands director at charteredbrands, argues that, following the publication of the International Financial Reporting Standards (IFRS) description of an intangible asset and the launch of Millward Brown Optimor BRANDZ™ study, the importance of brand valuation is more important than ever.

Article

The last few years have seen intense competition among brands in many product and service categories in China.

Article

Thayne Forbes, joint MD at Intangible Business, looks at how marketers can calculate an advertising campaign's contribution to the brand's future earnings (or equity) over the short and long-term.

Article

Describes how Orange monitors its global brand positioning, comparing consumer perceptions with performance in each country.

Article

Discusses the selection of appropriate measures to include in a Brand Scorecard. The author reports on a project of the Conference Board’s Council on Corporate Brand Management, the aim of which was to recommend a manageable number of key measures out of the near hundred that have been suggested.

Research Paper

The authors examine the role of intangible marketing assets, brands in particular, as the essential growth engines of business.