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Multidimensional green brand equity: A cross-cultural scale development and validation study

Research Paper • Muhammad Ishtiaq Ishaq, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 560-575

A plethora of studies indicate that brand equity is an intangible asset that played a vital role in increasing overall performance and customer preferences.

Dawlance leverages tech features amid the pandemic

Article • WARC Cases, September 2021

Refrigerator brand Dawlance’s campaign in Pakistan focused on the special features of its new models that enabled consumers to reduce their grocery shopping trips to keep food fresh for longer during the COVID-19 lockdown.

Influencers and user-generated content help LG start a positive laundry cycle with consumers

Article • Jo Bowman, Event Reports, ANA Influencer Marketing Conference, August 2021

LG, the electronics and appliances brand, tapped into the power of influencers and user-generated content to drive interest in its innovative WashTower laundry appliance.

Bosch: Don't hang your privacy out

Case Study • Pancho Xie, WARC Awards for Asian Strategy, Shortlisted, 2021

Clothes dryer brand, Bosch, challenged deeply entrenched cultural notions about clothes drying to grow sales in China.

Kreepy Krauly: My Kreepy Teacher

Case Study • SABRE Awards, IN2, EMEA, 2021

Kreepy Krauly, a swimming pool cleaner brand, launched a campaign in South Africa to help the national sentiment be more positive.

Stannah: Transforming the UK stairlift industry through digital

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Stannah, a stairlift company, leveraged the power of digital to provide a transformative experience for its customers.

Evvoli: Talking Italian

Case Study • Mir Damoon Mir, David Yaghoobi, WARC Prize for MENA Strategy, Entrant, 2021

Italian home appliance brand, Evvoli, unconventionally avoided localising its creative approach to successfully launch in Iran.

Keurig Dr Pepper: Brew the love

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Keurig, a producer and distributor of hot and cold beverages, launched a campaign in the USA to create a deeper emotional connection with drip coffee drinkers.

Kärcher: Creating a new brand communication channel in two weeks

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Kärcher, the cleaning solutions and home appliances brand, recreated the physical shopping experience in Russia.

Philips: Fly higher the AirFryer

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Philips, the technology company, adjusted marketing plans and priorities to drive sales for the AirFryer product in Thailand.

SINGER: A new e-commerce strategy

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

A campaign by Singer Sri Lanka, a white goods retailer in Sri Lanka, increased sales by capitalising on the which to online transactions during the Covid 19 lockdown.

Google: Eclipse case study for Google nest labs

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Google, a technology company, saved energy across the US during the total solar eclipse by using its Nest thermostats to pre-cool homes before the event.

Google: Google Nest Virtual Stage

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Google, a technology brand, promoted Google Nest in Italy with an online concert during the COVID-19 pandemic.

Blueair: The pollution alert system

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Blueair, an air purifier brand, launched a campaign in India to tackle air pollution in New Delhi.

Bosch: Washing Together

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Washing machine manufacturer, Bosch, boldly broke a parenting taboo to convey its product's sanitising technology in China.

Bosch: Don't hang your privacy out

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Dryer brand, Bosch, collaborated with influencers to incite social media debate between old and young and increase engagement and sales in China.

Samsung: From storing to making, a refrigerator story

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Samsung, an electronics company, launched a campaign in India to become the leader in the Indian refrigerator market.

Fashion and electronics see largest online shopping growth

Data • Rob Clapp, WARC Data Points (Curated), June 2021

An overview of consumers shopping more or exclusively online or in store across different categories.

Kitchenaid: A Woman's Place – Fighting for equal possibilities in the kitchen

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Home appliance brand KitchenAid grew awareness and consideration in the US with a Hulu documentary and mentorship programme aimed at addressing the lack of women in professional culinary roles.

Lessons from China's recovery post-Covid-19: Consumer goods and service sector analysis

Article • Euromonitor Strategy Briefings, March 2021

Looks at China'a recovery post-Covid-19 across a range of sectors, including travel, consumer health, beauty and personal care and retailing.

Whirlpool Corp (Household and domestic)

Article • Euromonitor Advertiser Profiles, March 2021

This Company Profile from Euromonitor provides key details and analysis of Whirlpool Corp, the owner of brands such as Maytag and KitchenAid.

Broan: Come Home to Fresh Air

Case Study • SABRE Awards, IN2, North America, Best in Trade Shows & Awards, 2021

Broan, a brand of home ventilation products, promoted its SurfaceShield product in 2019 by launching a booth at the International Builders' Show and a supporting social campaign.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Shopping reinvented in home and garden

Article • Euromonitor Strategy Briefings, December 2020

This report examines how shopping is being reinvented in the home and garden industry. ‘Shopping reinvented’ is one of the eight most influential megatrends shaping consumer markets.

Blueair: The Indoor-Pollution Alert System

Case Study • Anupama Basu, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Unilever created a digital mobile-first campaign based around an indoor Pollution Alert System to launch its air purifier brand, Blueair in the New Delhi market in India.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.