Page 6 - Brands

Customer experience-focused brands gaining more growth in APAC: Survey

Organisations that prioritise holistic customer experiences report higher costs

Changing consumer dynamics: Brands are targeting young urban singles

The traditional narrative has changed. No longer are women looking for validation from family, peers or significant others

Revenge of the challenger brands

Strategy

Waste not, want not

Brands can turn frugality into a differentiated purpose, build an identity in keeping with the times

Brands at the time of VUCA

A strong brand is often the only dependable constant in volatile and uncertain times

Brands zero in on service

Firms such as Samsung and Ford are going back to the promise of superior service

Experience makes the brand

Bajaj Auto, Puma, Starbucks and multiplexes Inox and PVR have used an array of touch-and-feel experiences to grab customer attention in 2016

Breaking away from the pack

Banks and insurance companies are climbing up the brand tables by swinging the spotlight on to customer experience and digital marketing

Power of missing brands

What keeps state-run oil companies, one of the largest employers of sports champions, from making them the face of their brands?

Learning to manage performance assets

How companies can unlock real and lasting value for shareholders

Brands swing to the national tune

A more aggressive brand of nationalism is playing out in a bunch of new advertisements. Do brands gain from the strong desi pitch?

Aaron Ricadela: It's stars over teams for sports gear brands

As the month-long Euro 2016 kicks off today, Adidas, Nike and Puma are relying more on individual players than team sponsorships to sell cleats and jerseys

Amul, Amazon among most recalled brands this IPL

Coca-Cola, third on the brand recall list, culled by Hansa Research, has a better recall ROI

Brands learn to play the game

For a few years now, sports (not just cricket) has turned into a magnet for brands. Companies across the spectrum are investing in a range of sports. Of course, cricket still holds sway over popular imagination, but a report by ESP Properties and SportzPower shows that the landscape of Indian sport is changing| Sports sponsorship in India increased 12.3 per cent in 2015; at Rs 5,185.4 crore, sports accounted for 10.4 per cent of total media spending in 2015| Spending on-air went up 30 per cent and on-ground 70 per cent in 2015| Cricket is the money spinner, beating rival sports by a long distance in a year when the Champions League Twenty 20 was discontinued and there was no Asia Cup (it is a biennial event)| There was an increase of 13 per cent in team sponsorship; major growth driver being non-cricket sports| Endorsements industry grew 27 per cent; international athletes contributed to 25 per cent of the endorsement numbers in 2015| Key brands that drove the cricketing up

Brands quick to drop controversial endorsers

Deserting endorsers in the face of controversy is not a new thing, especially for sportspersons.

8 brands from Gujarat in Brand Trust Report 2016

The result of a primary research based on the proprietary 61-Attribute Trust Matrix of TRA.