Corporate brands
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News • 12 January 2021
Article • Stephen Whiteside, WARC Exclusive, January, 2021
Case Study • Jenny Chan, WARC Cases, ROI Festival, October 2020
Article • Jeffrey L. Bowman, WARC Exclusive, October 2020
Article • Anil Thakraney, Event Reports, Zee MELT, May 2019
Case Study • Marketing Society, The Brave Awards, Highly Commended, 2019
Case Study • SABRE Awards, EMEA, Energy & Natural Resources, Gold, 2019
Case Study • Dragons of Asia, Best Business To Business Or Trade Marketing Campaign, Gold, 2018
Case Study • MMA Smarties, Finalist, Indonesia, 2018
Case Study • SABRE Awards, Gold Sabre Award For Executive Communications, EMEA, 2018
Case Study • SABRE Awards, Best Use Of Social Media Or Analytics For Audience Insights Or Influencer Targeting, In2, 2018
Case Study • SABRE Awards, Best In Digital Marketing/Advertising, In2, 2018
Case Study • IMC Awards (European), Bronze, 2017
Case Study • Ryoji Itako, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2017
Article • Brian Carruthers, Event Reports, ThinkContent, November 2017
Case Study • DMA (US), Runner Up, DMA Diversity/Inclusivity Award, 2017
Case Study • DMA (US), Bronze, Business Products and Services, 2017
Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2017
Case Study • Marketing Society, Excellence Awards, Winner, Brand revitalisation and Best from outside the UK, 2017
Case Study • SABRE Awards, Gold, EMEA, Consumer Health, 2017
Case Study • SABRE Awards, Gold, EMEA, Employee Communications, 2017
Case Study • SABRE Awards, Gold, EMEA, Chemicals and Industrials, 2017
Case Study • SABRE Awards, Certificate of excellence, LATAM, Research and Planning, 2017
Article • Charlie Dawson and Simon Caulkin, Market Leader, Quarter 1, 2017, pp. 42-44
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Article • Stephen Whiteside, WARC Exclusive, January, 2021
General Motors, the auto manufacturer, is leveraging the power of its corporate brand as part of an effort to increase sales of its burgeoning slate of electric vehicles. -
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. -
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. -
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. -
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. -
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.