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Brand equity & strength

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Article

Summarises knowledge and offers guidance and reading on brand equity, a measure that sometimes relates to financial value but more commonly reflects a consumer view of a brand.

News

LONDON: The reputation of companies operating in the UK has declined for the first time since the financial crisis of 2008, according to a new study that suggests there has been a major drop in trust and confidence in UK brands over the past year.

News

NEW YORK: Trustworthiness is more impactful for celebrity endorsers than expertise or attractiveness when it comes to boosting brand credibility, according to a study of the airline industry published in the Journal of Advertising Research (JAR).

Article

British companies must renew their focus on innovation if they do not want to stagnate in the long term.

Research Paper

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

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

News

LONDON: In a context of decreasing trust in institutions, new research has revealed that data security is the first driver of trust in brands.

Article

Details HSBC's Together We Thrive campaign through discussion with Omar El-Gammal, Planning Director at JWT, who worked with the brand on the campaign.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

News

SINGAPORE: PropertyGuru, the Singapore-based real estate site, claims to have increased its media effectiveness by almost one third through the adoption of a continuous measurement approach to brand equity.

Article

Explores how Tide is continuing its strong heritage when it comes to the Super Bowl, by looking at its 2018 offering, 'It's A Tide Ad'.

News

NEW DEHLI: Innovation and a focus on the practicalities of oral health care have helped Colgate retain its position as India’s most trusted brand for the seventh year in a row.

Article

Explores the value of brand trust to companies as it grows in importance due to greater use of consumer data.

Article

Diageo, the alcoholic drinks company, is adopting a nuanced approach as it seeks to solve its main marketing challenges, including the task of guiding established brands to continued growth.

Article

Brand values are useful when they help define and differentiate brands, or when they help people internally know how to behave and externally know what to expect from a brand.

Opinion

For Mike Teasdale, the notion of brand love is a flawed one, believing it to be nothing more than a habit with some emotion or nostalgia thrown in.

News

ORLANDO, FL: Brands seeking to draw on authenticity in attracting consumers should consider everything from their history and manufacturing locations through to whether they are “hedonic” or “utilitarian” in nature.

Article

Authenticity has become a marketing buzzword, but often lacks a clear definition among brand custodians and consumers alike.

News

GLOBAL: Brand consideration is a useful but often misunderstood metric and one that may not always be the best measure to assess advertising, according to two industry figures.

News

GLOBAL: Around the world the majority of multimedia ad campaigns are integrated well according to new research, which also finds that, despite most consumers finding them unmemorable, such campaigns are more effective at building brands.

News

TAIPEI: Asian FMCG brands are able to outperform global ones thanks to their ability to react more quickly to changing consumer tastes and habits and to tap into shifts in local retail.

Article

Regulatory relaxation has enhanced the branding opportunities that sponsorship can offer and, as a result, the desire for advertisers to position themselves with TV content has never been greater.

News

LOS ANGELES: Ashley Stewart, the plus-size clothing retailer for women, was able to call upon the enduring strength of its brand as it sought to rebuild an ailing business.

Article

Ashley Stewart, the plus-size clothing retailer for women, drew upon an extremely strong brand for support as it sought to rebuild its ailing business.