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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.

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 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 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 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 LEGOLAND Florida Resort became a must-visit attraction in Orlando by launching a brand new hotel in 2015.

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

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.

Article

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

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.

Article

This article analyses the current unhealthy state of capitalism, and suggests new ways of thinking about the economic structure that has produced so much good but is not working for society as well as it should.

Research Paper

Sponsorship activations can differ either according to their focus (on the brand versus on the event), or their scope (promoting a product versus a corporate image).

Article

This event report looks at how brands need to be prepared to deal with the reputational issues that can arise very quickly on social media.

Case Study

This case study describes how Samsung Electronics Italy enhanced its image by creating the Samsung Maestros Academy.

Case Study

This case study explains how IBM, the technology company, used a content strategy to create conversations between thought leaders and city officials around the world - with IBM at the centre - to make cities smarter.

Article

This article argues that, in their fixation on the bottom line and disregard of wider social responsibility, corporations are exhibiting psychopathic tendencies.