This paper seeks to understand the true perception of China around the world. Is it fear, fascination, or something in between? To move beyond the media hype and get a fact-based perspective on these ...

Most global companies have found that building brands in India is no easy task. Because the Indian market and consumer differ significantly from the rest of the world, the tried and tested approach of ...

It seems like only yesterday foreigners on business trips first started showing up with their smart carry-ons in China’s glitzy, first-tier cities. Beijing, Shanghai and Guangzhou? Today, forward-thin ...

The third annual Top Ten Breakaway Brands® valuation study: Quantitative consumer perception data, as measured by Young & Rubicam Brands’ BrandAsset® Valuator, identifies the 10 br ...

Villa Daslu is one of Latin America’s most exclusive shopping malls. It opened in São Paolo, Brazil in 2005 with every luxury item available from around the world. The rationale behind each brand ...

Anthony Shore gives his six tips on what NOT to do when naming a company or product. These include: waiting until the last minute; be sure the new name is descriptive, begins with the letter A and has ...

The number of well-known brands taking on package makeovers has grown exponentially in the past couple of years. It used to be standard operating procedure for consumer goods to keep package design st ...

For today’s consumers, being green is not a fad, but a seismic, long-term shift in self-definition and behavior. For the last two years, Landor Associates’ ImagePower® Green Brands Survey has ...

There was a time when managing brands wasn’t so complex. With varying degrees of simplicity, brands such as Kellogg’s, Coca-Cola and Heinz acquired dominance by creating easy-to-understand identities ...

Generation Y (born between 1977 and 1985) have very different work expectations and demands compared against the Boomers before them. However, if a company wants to attract and retain the talented mem ...

In this article, Martin Bishop sets out the options when a mainstream company finds a low-price competitor infringing on its territory. The company can "join 'em" - extend a flagship brand i ...

Following Thanksgiving 2008, J Walker Smith assesses the unemployment figures and continuing economic downturn. Despite the poor developments, he insists it's not all bad news with the election of Bar ...

In this article, J Walker Smith cautions people not to panic during a tough economic climate. While presenting the declining figures, he advises against building up personal savings and instead increa ...

Studying the data presented by the Consumer Board Consumer Confidence Index for December 2008, J Walker Smith argues that it tells very little and presents alternative viewpoints and sources for analy ...

J. Walker Smith examines the effects of the recession and states that marketers must make consumers feel confident again. He suggests the parameters for the new rules for communicating with consumers: ...

Most consumer brands are not creating value. The exceptions share a set of "energized" attributes that companies can identify and exploit. John Gerzema and Ed Lebar present research analysin ...

In his book 'BrandDigital', Allen Adamson explains why digital technology has not changed the basic rules of building a powerful brand but, rather, magnifies everything we know to be true, from collec ...

Warc’s Consensus Adspend Forecast presents the latest outlook on advertising expenditure in 2009 and 2010. Global Adspend is expected to fall by 8.4% this year, marking a downward revision on the prev ...

At the beginning of 2008, Landor look to the future and tried to anticipate how trends and consumer mindsets might evolve. Topics covered include: going green, snacking, naming conventions, telecommun ...

Understanding the rules of attraction can allow marketers to make a brand more attractive and ultimately "irresistible" to people. This paper examines the background to how attraction works ...

About 4 billion people live at the bottom of the global economic pyramid today. The definitions or terminologies vary widely but there is broad agreement on the numbers living in “poverty” equate to a ...

Brands can't take a pill to cure ills such as bad press and attacks by competitors. They must build immunity - and that means making sure the whole organisation is healthy. In this article, Terry Tyr ...

The topline findings of The Global Web Index (GWI), an analysis of Web behavior and social media from 16 key markets and 32,000 consumer surveys, is the focus of this report from ESOMAR's Online Resea ...

This report from the Market Research Society's Financial Services Research conference covers presentations from a range of speakers looking at the issue of rebuilding consumer trust. Professor Nigel W ...

This paper summarises a conference presentation about different types of bloggers given at ESOMAR's Online Research event by GfK NOP Social Research's Josephine Hansom. It describes a segmentation of ...

Strong brands drive the financial performance of many successful companies. In this article from Millward Brown, Gordon Pincott analyses how the relationships that consumers develop with a brand can r ...

In 2007 Smirnoff needed to do a communications effort to demonstrate to the Brazilian public opinion that it cared about responsible drinking while at the same time not damaging the 'Pure Possibilitie ...

Pull-Ups were losing household penetration due to the financial crisis and the accompanying anxiety. To combat this, they looked to create a light-hearted ritual to take the stress out of potty-traini ...

In planning the campaign for Nokia's most high-tech cellphone, the N958GB, it was found that technology only makes sense when it provides an experience that enriches people's lives. In Brazil, it was ...

Nokia needed to make the São Paulo flagship store relevant in a city with a high concentration of concept stores and a low preference for Nokia. A launch campaign was intended to improve Nokia's image ...