Brands and Brand Equity
Building Brands Through Data-Driven EngagementFeb 26, 2016 Mindèl Klein Lepore, Worldwide Director – Global Digital Marketing, Colgate Palmolive
Given the rapidly increasing fragmentation of media, engaging consumers in new and meaningful ways is more important than ever for marketers. With the…
Dancing with the Enemy: Broadened Understanding of Engagement in Rival Brand DyadsFeb 22, 2016 Behice Ilhan, Koen Pauwels, and Raoul Kübler, 2016, 16-107
In the digital brandscape, brand fans are engaging and interacting with rival brands – and their fans. This study points to opportunities for marketers to respond, influence rivals, and strengthen their own brand image.
Should Ads Be Consistent over Time or Change with the Market? Evidence for Young and Established Brands of MinivansFeb 18, 2016 Koen Pauwels, Bharat Sud, Robert Fisher, and Kersi D. Antia, 2016, 16-105
When should brand advertising build consistency and when should messaging respond to changing consumer preferences? This analysis of the U.S. minivan market offers insights on the tradeoffs.
Immersion 2015 TakeawaysSep 22, 2015
We’ve compiled key insights from each presentation in a customizable deck. We hope you find this useful as you share Immersion 2015 learnings and key…
Bart Bronnenberg’s Work Group NotesSep 22, 2015 Bart J. Bronnenberg, University of Tilburg
The notes that accompanied Bart Bronnenberg's work group activity can be found here. They complemented his presentation "Branding and Differentiating in a World…
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