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21 February 2020

Football: a game where every brand wins

Football teams and corporates are cashing in on brand value, but a changing industry means clubs need to use new methods to continue strengthening their presence and engagement levels.

14 February 2020

China’s rapid expansion has made a lasting impact on the trademark landscape, with more to come  

Trademark output may be finally slowing down, but local brands are just getting started. Lawyers should therefore keep their eyes peeled as businesses shift their sights abroad.

07 February 2020

Can anything stop Amazon?

The brand is on a roll with a show-stopping 2019, but the future is not without challenges.

31 January 2020

Saudi Aramco makes an impressive brand debut but challenges lie ahead for the industry: data analysis

Big Oil has traditionally flown under the radar when it comes to brand building, but changing tides mean that there must be a greater focus on the narrative surrounding the key companies involved.

17 January 2020

Siemens’ controversial coal mine contract has put brand at risk of greenwashing accusations

The German conglomerate has portrayed itself as a steward of sustainability, but when it comes to corporate social responsibility, it’s an all or nothing game as this week’s coal mine contract backlash illustrates.

10 January 2020

Luxury industry feels the burn from Hong Kong protests

High-end brands are not the only ones suffering the repercussions of social unrest as trademark activity at the local register plummets.

19 December 2019

Do or die for the Victoria’s Secret brand: data analysis

As the once-revolutionary lingerie retailer cancels its famous fashion show, it must forget short-term sales and invest in re-building its brand.

13 December 2019

Uber’s loss of its London licence a reminder of the importance of brand reputation: data analysis

Safety is the most critical component of brand building in the ride-hailing app environment, but hinging success on such a volatile factor could be risky.

29 November 2019

Surviving a scandal: brand management and the Royal Family

The Monarchy proves that a clear strategy can build an everlasting brand, but it is always at risk of suffering reputational damage.

22 November 2019

Insurance brands are failing to connect with consumers – and this is a problem

The industry is slowly changing, and those that are adaptable and invest in strengthening their product and brand could see a massive pay-out.

15 November 2019

Tiffany’s signature blue is priceless – and LVMH knows it

While the French powerhouse has yet to up its offer, it has come too far to back down. The American jeweller is a highly attractive target for anyone with a stake in the luxury market.

08 November 2019

Google’s tie-up with Fitbit, if successful, would open more doors than one

The tech giant has big plans within the wearable technologies sector, as it seeks to take a bite of Apple.

01 November 2019

Brands could be the centre of renewed focus during Israel’s scale-up phase

The start-up nation’s register is dominated by foreign applicants but, as the government throws its weight behind maturing businesses, strong branding will help domestic companies to become a feature of the economy.

25 October 2019

Diageo puts brand building at the core of its business – and it works

The British multinational sees success because it never guesses about consumer needs and invests in targeted marketing.

18 October 2019

A new dawn for grocery stores: how major brands are changing to counter low-cost rivals

The departure of Tesco’s CEO signifies the retailer’s successful turnaround, but this is just the beginning as long-time players overhaul businesses to stay in the game.