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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

CHICAGO: After video footage of a United Airlines passenger being forcibly removed from an overbooked flight was posted online, the actions of the airline's chief executive officer in backing his staff and describing the passenger as "disruptive ...

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

News

BEIJING: China's ongoing economic downturn may be the most difficult period companies face as they build a long-term presence there, says a senior FMCG expert.

Article

This event report outlines how Samsung, the electronics group, is recovering from a crisis involving its Note 7 smartphones, several of which caught on fire.

Article

In this article, the author offers some key advice in managing the fast growth of young brands once they reach 'adolescence'.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

Article

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

Article

The article outlines how Cathay-Pacific, a Hong Kong-based airline, developed a crisis communications strategy for the 'real time' era.

Article

This article looks at the seven ages through which brands pass, and how marketers can take advantage of them if they know and understand how they work.

Article

Point of view: next-gen business consultancy This article looks at how marketing agencies are beginning to replicate traditional consultancy-like models in order to better coordinate clients' marketing activities and business performance.

Article

This event report addresses how Procter & Gamble, the FMCG giant, is seeking to enhance the standard of creativity across all of its advertising.

Article

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

Article

This report reviews the strategies and priorities of the 15 largest packaged food players in the world, covering the forecasts from 2015-20.

Article

This article exmaines how brands can use product recalls to their advantage by reconnecting with consumers, gathering intelligence and enhancing loyalty.

Article

This event report outlines some guiding principles for modern marketers, based on the views of Mark Addicks, the former CMO of food group General Mills.

Article

This article outlines how Nestlé India approached relaunching the Maggi brand following a food safety crisis, as well its approach to building brand equity for relaunched KitKat & Nescafé products.

Article

This event report outlines five common mistakes brands make that make them irrelevant and suggests strategies for ensuring brands can achieve enduring success.

Article

This event report outlines how Nissan, the carmaker, uses its sponsorship of the Heisman Trophy – college football's biggest honour – to engage consumers and drive sales.

Article

This piece outlines how healthcare and pharmaceutical brands can build effective marketing strategies to launch new products, with case studies.

Article

This event report looks at how big brands have used tone of voice to develop engagement methods that save a customer time, and save the company costs of –in one case– £6M.

Article

This event report outlines Coca-Cola's "One Brand" strategy, which seeks to take a more holistic approach to marketing the four main variants of the soft drink.

Research Paper

This article discusses brand investment and valuation, emphasising the lack of hard financial value to a brand, and suggests a roadmap for monitoring marketing investment return.

Research Paper

This article explains Unilever's Good 2 Great Communications initiative, which encourages marketers to go beyond the limits of category and country, and create resonant advertising that speaks to people within their cultural context.

Article

This article thinks about how brands can prepare for crisis, taking as its core case study the Bank of America whose post-2008 crisis acquisitions created a trio of distrusted brands in uncertain times.