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Brand identity & image

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Article

This article explores current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

News

SHANGHAI: Brands in China should aim for conspicuous consumption in public, with the product or brand logo itself working to aid the consumer in building their social status, according to a China marketing expert.

News

NEW YORK: Microsoft, the technology giant, is drawing on underlying principles such as humanity and humility as it crafts messages with real meaning for consumers.

Case Study

The Sunday Times, a UK newspaper, presented its famous Rich List in a new and unexpected way, by placing the famous faces on the back of bucking rodeo bulls.

Article

Microsoft, the technology company, takes a nuanced approach to how it develops advertising creative in a bid to make the greatest possible impact on consumers.

Case Study

Pizza Hut, a US pizza delivery company, used a strategic partnership with the National Collegiate Athletic Association and a specially created sneaker to reposition itself as the 'easy' pizza option.

News

HONG KONG: Harrods, the luxury British department store, has no significant physical retail presence in China, yet it maintains a strong relationship with Chinese shoppers through a range of marketing techniques.

Case Study

Cocks Not Glocks, a US non-profit student organization, changed the face of safety by creating an integrated campaign to draw awareness to recent "campus carry" legislation.

Article

Hippeas, an organic chickpea brand, used big thinking to successfully penetrate the US and UK markets by creating a strong brand purpose, a clear vision and an emotional relationship with consumers.

News

FLORIDA, FL: Weight Watchers, the weight-loss brand, has enjoyed marketing success through mixing the star power of Oprah Winfrey with telling real-life consumer stories.

Article

Weight Watchers, the weight-loss brand, has enjoyed success by mixing celebrity star power with the stories of consumers that have achieved inspiring results when using its service.

Article

Kentucky Fried Chicken, the quick-service chain, successfully reinvented its brand after a period of decline.

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Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Article

State Farm, the insurance company, boasted enviable brand strength and a unique heritage, but needed to transform in order to keep pace with changing customer needs.

News

LONDON: Online retailer Very grew steadily over its first five years, but it was a shift in perspective in 2015 that accelerated its expansion to become a £1.2bn business.

Case Study

Indian hair care brand Dabur Vatika boosted visibility and brand engagement by offering a collapsible changing tent to women at the Kumbh Mela festival.

Case Study

Soft drink brand Coca-Cola used a multichannel approach and limited edition packaging to appeal to teens and boost sales in China during the Rio Olympics.

Case Study

Indian truck-maker Tata Motors used trucks as an advertising medium to launch a brand of condoms aimed at truckers.

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In just seven years online retailer Very has become a significant business and the driver of growth for owner Shop Direct.

Case Study

Chocolate brand KitKat used its packaging and a social activation to achieve unprecedented sales around Valentine's Day in Thailand.

Case Study

Snack brand Lay's used a multichannel campaign based on a packaging promotion to increase sales in Pakistan.

Case Study

Project Nanhi Kali, a small NGO established to provide primary education to underprivileged girls, increased donations in India by working with Nestlé.

Case Study

Valencia CF, a Spanish football club, repositioned itself by creating a new brand manifesto that focussed on the football journey to inspire support.

Case Study

St John Ambulance (SJA), a British NGO that teaches first aid, managed to reach parents across the UK to teach them about baby CPR with its 'Nursery Rhymes Inc.' campaign.

Case Study

The Big Issue, a charitable publication, successfully tackled the stigma around homelessness in the UK by launching its own brand of coffee.