Get a demo Do I subscribe? News sign-up

Corporate brands

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

134 results found
Sort by

Case Study

Multinational technology company IBM became America's #1 preferred IT vendor through a campaign that showed the potential of its cognitive system Watson.

Case Study

Dell Japan maximised the benefits of its IT solutions providing valuable information about workforce transformation.

Article

The tech sector changes so fast that it is understandable why companies operating in it get sucked into product-led marketing, but Cisco has abandoned a top-down approach that had produced a deluge of material that was mostly ignored.

Case Study

IBM, a technology platform, used fashion and artificial intelligence in 'The Cognitive Dress' campaign to reach US millennials.

Case Study

SAP, a European multinational software corporation, launched the Business Beyond Bias campaign globally in 2016, to show that diversity and inclusion are imperative in business.

Case Study

This case study shows how Benda Kogyo, a car parts manufacturer, developed an internal campaign to celebrate the brand's 50th birthday and streamline its business throughout its branches across Asia.

Article

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

Case Study

This case study shows how HCL, an IT services company, partnered with a famous job searching reality TV show to increase its talent acquisition among the Indian youth.

News

LONDON: More than a quarter (28%) of UK consumers chose to spend less with a company or took their business elsewhere last year after they received poor customer service, a new study has revealed.

Article

This article explores various examples where consumer trust has been violated including how this happens and how it can be avoided in the future.

Case Study

This case study describes how Hindustan Unilever used three of its brands, Lifebuoy, Domex and Pureit, to help people in India adopt three cleaner habits - washing hands with soap, using clean toilets and drinking purified water - using online video and mobile technology.

Case Study

This case study describes how Hindustan Unilever used direct marketing and mobile content to persuade consumers to play games linked to three of its brands: Domex, Comfort and Surf Excel Matic.

Case Study

This case study describes how LEGOLAND Florida Resort became a must-visit attraction in Orlando by launching a brand new hotel in 2015.

Case Study

This case study explains how Unisys, an IT services and support company, used targeted direct mail and free running shoes to book meetings with executives at American Fortune 500 companies, leading to $100 million in new business.

Case Study

This case study describes how Unilever Cambodia used the deterministic beliefs of many rural Cambodians to showcase 10 of their brands.

Case Study

This case study describes how Bord Gais Energy (BGE) successfully moved from a state sector monopoly to a private sector company in the hyper-competitive Irish energy market by using marketing and advertising as a strategic business tool.

Case Study

This case study describes how Mitie Catering Services (MCS) successfully relaunched as Gather & Gather (G&G) with a new brand positioning and design at its core.

Case Study

This case study details IBM's US campaign that drove brand value, 'Made with IBM', engaging with the Masters Tournament, and demonstrating how the company has been crucial to their clients' success.

Article

This article discusses the BBC's news programme Outside Source, arguing that it uses technology for technology's sake, leaving viewers confused.

Article

Following the recent VW emissions scandal, this article describes a growing crisis in trust and why the old model of public relations is no longer fit for purpose.

Research Paper

This research investigated the relative effects of marketing communications on a chain of “marketing-productivity” measures—metrics that evaluate the influence of marketing at the consumer, market, financial, and company levels.

Case Study

This case study shows how IBM used its largely unknown role at the Wimbledon tennis championships to grab its audience's attention through a data-driven game.

Case Study

This case study describes how Amway, the largest direct-selling company in Japan, used a corporate campaign to improve their brand image.

Case Study

This case study explains how Nestlé, the food manufacturer, set out to change the perceptions of Indian mothers, who tended to see the company as a producer of 'bad' foods.

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.