Latest Research

CASE STUDY: WRC - On-track to being a top sports entertainment brand

By Professor Angus Jenkinson / Brand Republic
24-Mar-04

How a flexible and synergistic network of companies delivers the World Rally Championship brand experience to almost a billion enthusiasts. A Thought Leader Award winning case study from Angus Jenkinson, Professor of Integrated Marketing and Branko Sain, Research Fellow in Integrated Marketing at Luton Business School.

CODAR - Open Planning is set to revolutionise marketing communications

By Professor Angus Jenkinson / Brand Republic
22-Mar-04

Why read this? Because one change will transform your marketing. This paper, written by Professer Angus Jenkinson for The Marketing Society, provides a simple yet profound solution to the problem of fragmented marketing communications.

FEATURE: Are the 'best brands' really the best?

By Arie Opps / Brand Republic
16-Mar-04

Toronto-based marketing and communications specialist Arie Opps critiques standard 'Top 100 Brands' lists and suggests alternative approaches for measuring brand equity.

The McKinsey Global Survey of Business Executives

By The McKinsey Quarterly / Brand Republic
11-Mar-04

Executives around the world voice cautious optimism on the economy. They’re bullish on outsourcing and Asia but concerned about talent and capital. Survey from the McKinsey Quarterly.

Children's Advertising Code: review of adult submissions received

By Dr. Ruth-Blandina M. Quinn / Brand Republic
01-Mar-04

On 9 October 2003, the Broadcasting Commission of Ireland (BCI) launched its Children’s Advertising Code – Phase 2 Consultation Document. This marked the second stage of a process designed to culminate in the creation of a code on children’s advertising in Ireland. Phase 2 consultation document from the BCI by Dr. Ruth-Blandina M. Quinn, Research Officer.

Corporate identity modelling: a review and presentation of the six station model for corporate identity

By Jean Yannis Suvatjis and Leslie de Chernatony / Brand Republic
01-Mar-04

Corporate identity is an abstract idea that takes many forms, from brand and logo to product and company reputation. This paper addresses corporate identity modelling. Paper by Jean Yannis Suvatjis, Doctoral Researcher, and Leslie de Chernatony, Professor of Brand Marketing, at Birmingham Business School.

FEATURE: How your supply chain can build or destroy your brand

By Joseph Benson and Bret Kinsella / Brand Republic
01-Mar-04

How can your supply chain affect your brand equity? Joseph Benson and Bret Kinsella argue that marketers should give as much thought to the buying experience as they do to image, marketing communications and product engineering.

CASE STUDY: Millfield Partnership - integrated marketing powers the fastest growing IFA network

By Professor Angus Jenkinson and Branko Sain / Brand Republic
20-Feb-04

Integrated marketing begins with a differentiated and integrating business model and/or positioning. Millfield Partnership is an excellent example of a business that creates differentiation and competitive advantage from the top down. Article by Angus Jenkinson, Professor of Integrated Marketing and Branko Sain, Research Fellow in Integrated Marketing at Luton Business School.

The life of a magazine

By The Periodical Publishers Association (PPA) / Brand Republic
18-Feb-04

New data from the National Readership Survey has been published showing how readership of consumer magazines and newspapers builds over time. How can advertisers use this information? Study from The Periodical Publishers Association.

FEATURE: When brands become media owners

By Professor Angus Jenkinson and Branko Sain / Brand Republic
04-Feb-04

Angus Jenkinson, Professor of Integrated Marketing and Branko Sain, Research Fellow in Integrated Marketing at Luton Business School look at the way WRC products offer valuable space for effective communications for other brands.