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Brand positioning

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This article provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.

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Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

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Make-A-Wish International, the not-for-profit, successfully refreshed its brand in order to tackle widespread misconceptions about its mission and impact.

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HELSINKI: A premium packaging design has been the crucial element in the successful launch of Valio’s premium butter brand, which has exceeded all expectations in one European market and has done so without any marketing spend.

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NEW YORK: Jack In The Box, the restaurant chain, bases its adoption of new tools, platforms or marketing techniques in large part around whether it will help the challenger brand overcome a “Goliath”.

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NEW YORK: IBM, the technology company, is leveraging “business-to-individual” (B2I) marketing as it seeks to reach members of its target audience in meaningful ways.

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IBM, the technology company, believes that "business-to-individual" marketing can help it reach key decision-makers in ways that move beyond more traditional forms of business-to-business messaging.

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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.

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GLOBAL: IKEA has become a symbol of Swedish utility following the vision of its founder, Ingvar Kamprad, who passed away last week.

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More and more market sectors are facing uncertainty as they become challenged from two directions: big platform-based companies on the one side and challenger brands on the other.

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Details how IKEA used emotional marketing in its Where Life Happens campaign to increase market share and brand perception.

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Valio, a Finnish dairy co-operative used semiotics, the study of signs, to understand its own position in consumers' minds, and overcame geopolitical challenges in the process.

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CHENNAI: Datsun, the Japanese auto brand, is focusing on accessibility to attract a target audience of younger consumers in lower tier cities across India as it aims to take a 5% share of the market.

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SYDNEY: Telstra is repositioning itself not just as a telecommunications services company but a content one as Australia media consumption habits change, according to senior executives at the company.

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Australian telecommunications provider Telstra has been on a mission to reposition itself from telco network provider to entertainment and lifestyle company.

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LONDON: Cadbury, the UK chocolate brand owned by US giant Mondelez, is ditching its six-year-old “Free the Joy” marketing campaign to concentrate instead on messages that emphasise everyday moments of kindness and generosity.

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NEW YORK: Google, the technology giant, has retained its “user-centric” brand focus in engaging consumers, while also adapting its marketing strategy to reflect new digital realities.

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Google, the technology giant, has evolved its marketing strategy while ensuring that its core underlying purpose remains consistent.

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As the category has matured, it has become as much about retention as it is about growth, and bringing magic into the lives of consumers has taken a back seat.

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The marketing industry has become unhealthily obsessed with oversimplification, and marketers should not be afraid to challenge this orthodoxy.

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How brands can crack the unspoken rules of Chinese consumer culture, including the role of brands in projecting personal status, emphasizing personal payoffs and offering reassurance.

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PARAIPABA: Drinks giant Diageo intends to use its marketing expertise to boost the image of cachaça, the Brazilian sugarcane spirit, and to increase sales of the Ypióca brand it bought five years ago.

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SHANGHAI: PSA Group, the maker of the Peugeot, Citroen and DS car marques, plans to ditch its image as a budget brand in China and instead concentrate on offering SUVs and other non-compact cars for high-end Chinese consumers.

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New Zealand created a business-orientated masterbrand which broke stereotypes and went beyond the country's reputation as a tourism destination.

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ORLANDO, FL: Clorox, the cleaning brand, successfully managed to overcome a case of “short-termitis” by taking a more human-centric, and purpose-driven, approach to marketing.