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Brand equity & strength

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News

CANNES: Pfizer, the pharma giant, managed to meaningfully shift consumer perceptions of its corporate brand through an advertising campaign that aimed to give the company a more human face.

Article

This event report outlines how Pfizer, the pharmaceutical company, enhanced the status of its corporate brand.

Article

This article provides marketers with information and guidance about luxury brand advertising.

News

SHANGHAI: Chinese businesses are placing growing importance on brands, a new study says, as they look to move away from a focus on price and address the challenges posed by a consumer society and overseas expansion.

Article

This event report outlines how United Airlines, the air carrier, is seeking to recover after a profound brand crisis.

Research Paper

This paper examines the effectiveness of survey gamification techniques in Asia to see how cultural differences affect the way people play the games.

Article

This article examines how brands can commit to meeting people's needs, simplifying the complex, and evolving quickly, so that they can achieve relevance for people and win customer loyalty.

News

NEW YORK: Negative perceptions of United Airlines' corporate reputation increased 500% following the April 9 passenger incident, according to new research.

Article

This event report explores a method of brand tracking that uses behavioural science to establish three key metrics through which you can analyse a brand's current mental availability, future brand share, and the effectiveness of brand assets.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

Article

This event report analyses the process of building a successful brand, from the point of view of three established brands: Just Eat, Disney and Philips.

News

MUMBAI: Samsung, the South Korean consumer electronics giant, is the brand that Indian consumers trust the most, according to a listing of 1,000 brands in the country.

Research Paper

This paper describes a Brand Audit for Ambev, the Brazilian brewing company, that covered its own premium brands and those of its main competitors, using a methodology analysing social media output.

Opinion

As more and more companies divest from Google following the appearance of ads alongside inappropriate content, Stefan Michel of IMD Business School argues for a subtler reading of the story.

Article

This article looks at one of India's most enduring brands, Amul Butter - a brand that consistently outranks global brands in the country, and can call itself 'The Taste of India' without eliciting any disagreement.

Article

This article shows that brand KPIs are only valuable when and where they are genuinely actionable and if they measure the right things, which should be the variables most important to building a brand's financial value over the short and long term.

News

LOS ANGELES: It may come as little surprise that 70% of Americans believe politicians are less truthful today than 20 years ago, but a new survey has revealed as many as 42% also say the same of brands.

News

LONDON: Regional publishers in the UK have warned of "the dangers of blind programmatic ad buying" as they make a play for national advertisers' digital spending in the wake of the brand safety issues that have engulfed YouTube.

Article

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

News

LONDON: As YouTube scrambles to deal with the fallout of concerns about brand safety, a new study says that video brand risk – ads served next to content deemed inappropriate – improved in the UK during 2016.

Opinion

Theodore 'Ted' Sturgeon is widely acclaimed as one the greats in science fiction writing. He wrote a number of novels, was an early scriptwriter on the promising TV series Star Trek in the 50s and 60s and also one of the foremost critics in the sci-fi genre, also penning over 400 reviews before his passing in 1985.

Case Study

This case study describes how LG, the South Korean consumer electronics company, plugged a knowledge gap in the complex path to purchase of its high-value products by understanding three elements of the shopper experience.

Case Study

This case study describes how MORE TH>N, a UK insurance provider, partnered with MESH to understand how brand consideration changes, explaining the underlying factors that inform it, and how to plan marketing activity to optimise each stage of the path to purchase.

Article

This article highlights the lessons that can be learned in longevity from the Whitechapel Bell Foundry, London's oldest manufacturing company.

Article

This event report provides various insights from ESPN, the sports-focused media group, regarding the effectiveness of cross-platform advertising.