The push for quick returns, with pressure from both investors and company management, is jeopardising brands' ability to deliver long-term growth – but forward-thinking organisations could solve this self-defeating cycle, writes Gareth Price, senior planner at J. Walter Thompson London.
The use of strategic partnerships can become an important way of building a brand – by helping meeting consumer needs in innovative ways and creating meaningful difference, according to a BrandZ executive.
Apple and Google have again been named as the world’s two most valuable brands, but the big news is that Amazon is now ranked third after achieving brand value growth of 56% over the past year, while Facebook’s valuation declined by 6%.
SYDNEY: Relatively few Australian brands have found global success, in part because of the country’s geographical isolation, but as international competitors look to expand into the Australian market, brands in many categories will have to ...
MUMBAI: Changes in the Indian consumer landscape, including increased broadband penetration, a younger demographic growing in economic strength, and private label brands are threatening the hold of big consumer brands on the country.
Fiona Blades, Admap, March 2018, pp. 27-29
Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.
GLOBAL: Lenovo, the Beijing-based technology firm, is the Chinese brand that has made the biggest impact in international markets, according to a new report that highlights innovation as the key to the success of China’s leading brands.
LONDON: A new ranking of the UK’s top 50 most valuable brands is skewed towards telecoms, finance and utilities companies and does not include any tech businesses – a factor that is affecting the overall health of UK brands according to ...
Explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.
Andrew Stephen, Admap Magazine, June 2018, pp. 18-19
Looks at some of the findings of new wide-ranging research based on Facebook and Instagram data from around the world, which has shown how important social media can be from a brand-building perspective.