You are in

Home Topics Brands & branding Corporate brands

Corporate brands

Latest
Most Read

Filter by

Corporate brands (148)

Search in

Case studies (37)

Articles (79)

Research papers (32)

News (0)

Opinion (0)

Data (0)

Rankings (0)

Show only

Recommended

(5)

Videos

(10)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

Categories

Brands

Location

Source

148 results found

Reset Filters

Search in

Case studies (37)

Articles (79)

Research papers (32)

News (0)

Opinion (0)

Data (0)

Rankings (0)

Show only

Recommended

(5)

Videos

(10)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

template

Industry Sector

template

Brand

template

Location

template

Source

template

148 results found

Sort by

Will Corporate America ever change to reflect the New America?

Article • Jeffrey L. Bowman, WARC Exclusive, October 2020

Studies the small amount of change in Corporate America toward true diversity, equity and inclusion and next steps for transitioning to change management that moves corporations from diversity efforts to cultural transformation.

India’s future is voice, but cracking the language code will be key

Article • Anil Thakraney, Event Reports, Zee MELT, May 2019

Voice-based marketing is slated to receive a major thrust in India as marketers hope to net new, vernacular language-speaking digital consumers, but there are still many challenges ahead.

IAG Cargo: All Together Better

Case Study • Marketing Society, The Brave Awards, Highly Commended, 2019

IAG Cargo, the cargo handling division of the International Airlines Group, launched a new visual identity to unify the five airline cargo brands under one umbrella, and increase clients' and employees' familiarity with the brand.

Shell: Engineering Real-Life Heroes

Case Study • SABRE Awards, EMEA, Energy & Natural Resources, Gold, 2019

Shell, the oil company, created a social and earned media campaign encouraging female millennials in the UK to take part in the Shell Eco-marathon, its energy efficiency competition.

Etika Sdn Bhd: How Etika Created 3,000 Celebrities with One 'Me'gazine

Case Study • Dragons of Asia, Best Business To Business Or Trade Marketing Campaign, Gold, 2018

Etika, an FMCG brand, promoted itself as a next generation marketing company by partnering with Marketing magazine and launching personalised copies that put each reader on the front cover.

Unilever: 1001 Inspirasi Ramadan

Case Study • MMA Smarties, Finalist, Indonesia, 2018

Unilever, the consumer goods company, collaborated with 17 brand teams and scaled its data-driven content operation to execute the largest multi-brand, live-content campaign for Unilever in Indonesia.

Deutsche Post DHL Group: Taking a Stand for Globalization - An outreach campaign during Germany's G20 Presidency

Case Study • SABRE Awards, Gold Sabre Award For Executive Communications, EMEA, 2018

Deutsche Post DHL Group, a German postal and international courier service, launched an outreach campaign to establish itself as an ambassador of globalisation and contribute to an objective debate on the issue.

Johnson & Johnson: J&J Takes Over #JPM17

Case Study • SABRE Awards, Best Use Of Social Media Or Analytics For Audience Insights Or Influencer Targeting, In2, 2018

Johnson & Johnson, a pharmaceutical and consumer packaged goods manufacturing company, launched a campaign in the US to raise brand awareness and perception, and establish itself as the leading corporate voice connecting humanistic stories with medical innovation.

DuPont Crop Protection: Feeding the world, acre by acre

Case Study • SABRE Awards, Best In Digital Marketing/Advertising, In2, 2018

DuPont, a fertiliser brand, provided information for farmers and growers by creating two localised landing pages and promoting them through a multi-media campaign in the US.

Dell Japan: Workforce transformation partnership with Nikkei Business Online

Case Study • Ryoji Itako, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2017

Dell Japan maximised the benefits of its IT solutions providing valuable information about workforce transformation.

Robert Bosch: Missione Ambiente by Bosch: Multicultural Edition

Case Study • IMC Awards (European), Bronze, 2017

A corporate social responsibility project to help Italians, migrants and refugees integrate in Italy helped drive brand loyalty for Bosch, the German consumer goods manufacturer.

‘It’s not about the pen’: Cisco’s shift to customer-centricity

Article • Brian Carruthers, Event Reports, ThinkContent, November 2017

The tech sector changes so fast that it is understandable why companies operating in it get sucked into product-led marketing, but Cisco has abandoned a top-down approach that had produced a deluge of material that was mostly ignored.

SAP: Business Beyond Bias

Case Study • DMA (US), Runner Up, DMA Diversity/Inclusivity Award, 2017

SAP, a European multinational software corporation, launched the Business Beyond Bias campaign globally in 2016, to show that diversity and inclusion are imperative in business.

IBM: The Cognitive Dress

Case Study • DMA (US), Bronze, Business Products and Services, 2017

IBM, a technology platform, used fashion and artificial intelligence in 'The Cognitive Dress' campaign to reach US millennials.

Benda Kogyo: "One Benda" project for continuous internal branding to mark the 50th anniversary

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study shows how Benda Kogyo, a car parts manufacturer, developed an internal campaign to celebrate the brand's 50th birthday and streamline its business throughout its branches across Asia.

Pfizer boosts its reputation with corporate brand building

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2017

This event report outlines how Pfizer, the pharmaceutical company, enhanced the status of its corporate brand.

HCL Technologies: Becoming India's most preferred millennial employer

Case Study • Marketing Society, Excellence Awards, Winner, Brand revitalisation and Best from outside the UK, 2017

This case study shows how HCL, an IT services company, partnered with a famous job searching reality TV show to increase its talent acquisition among the Indian youth.

Moscow Exchange: 360 degree-campaign that put the heart into communication

Case Study • SABRE Awards, Gold, EMEA, Employee Communications, 2017

The Moscow Exchange, a financial exchange group, successfully changed Russian consumer perceptions of the brand through the development of a 360-degree communication strategy.

Reckitt Benckiser: RB & lions health innovation hack

Case Study • SABRE Awards, Gold, EMEA, Consumer Health, 2017

Reckitt Benckiser, the consumer goods company, used a 24-hour hackathon to fuel PR and social media, in order to raise the profile of its research and development (R&D) programme.

A-ha - eternalized by Hydro in virtual reality

Case Study • SABRE Awards, Gold, EMEA, Chemicals and Industrials, 2017

Hydro, an aluminium company, increased brand awareness by making a VR-Experience of the biggest A-Ha concert available across Norway.

Kimberly-Clark: Introducing the K-C way

Case Study • SABRE Awards, Certificate of excellence, LATAM, Research and Planning, 2017

Kimberly-Clark, a personal care products corporation, increased the profile of the Ethics and Compliance (E&C) department within its Latin American offices, by launching a more engaging content platform and encouraging employees to participate in open dialogue.

The pavement of good intentions: rebuilding trust to overcome scandals and lies

Article • Charlie Dawson and Simon Caulkin, Market Leader, Quarter 1, 2017, pp. 42-44

This article explores various examples where consumer trust has been violated including how this happens and how it can be avoided in the future.

Hindustan Unilever: Swachh Aadat Swachh Bharat

Case Study • Nikshit Shetty and Aunkita Dey, WARC Media Awards, Entrant, Effective Channel Integration, 2016

This case study describes how Hindustan Unilever used three of its brands, Lifebuoy, Domex and Pureit, to help people in India adopt three cleaner habits - washing hands with soap, using clean toilets and drinking purified water - using online video and mobile technology.

HUL Multibrand: Kheloge Toh Jeetoge

Case Study • Jude Pinto and Aunkita Dey, WARC Media Awards, Entrant, Effective Channel Integration, 2016

This case study describes how Hindustan Unilever used direct marketing and mobile content to persuade consumers to play games linked to three of its brands: Domex, Comfort and Surf Excel Matic.

Legoland Florida Resort: The Making of the 5-Gazillion Star Hotel

Case Study • Jay Chiat Awards, Gold, 2016

This case study describes how LEGOLAND Florida Resort became a must-visit attraction in Orlando by launching a brand new hotel in 2015.

India’s future is voice, but cracking the language code will be key

Article • Anil Thakraney, Event Reports, Zee MELT, May 2019

Voice-based marketing is slated to receive a major thrust in India as marketers hope to net new, vernacular language-speaking digital consumers, but there are still many challenges ahead.
Pfizer boosts its reputation with corporate brand building

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2017

This event report outlines how Pfizer, the pharmaceutical company, enhanced the status of its corporate brand.
Addressing the crisis in trust: Why PR is not the answer

Article • Robert Phillips, Market Leader, Quarter 1, 2016, pp. 22-25

Following the recent VW emissions scandal, this article describes a growing crisis in trust and why the old model of public relations is no longer fit for purpose.
A new approach to network analysis for brand positioning

Research Paper • Hui-Ju Wang, International Journal of Market Research, Vol. 57, No. 5, 2015, pp. 727-742

The purpose of this paper is to expand the domain of brand positioning measurement by demonstrating how network analysis techniques are used in brand positioning research.
Managing Brand Portfolios: Why Leaders Do What They Do

Research Paper • Sylvie Laforet and John Saunders, Journal of Advertising Research, Vol. 39, No. 1, January/February 1999

Following content analysis of American and European grocery products which showed that few products have only one brand name on them and that directly competing firms vary in the corporate name strategies they adopt, the authors set out to discover why.
Managing Brand Portfolios: How Strategies Have Changed

Research Paper • Sylvie Laforet and John Saunders, Journal of Advertising Research, Vol. 45, No. 3, Sept 2005, pp. 314-327

The stock market response to corporate scandals and the use of the internet by pressure groups have sensitized boards to the risk of reputation loss.