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Sheffield Arena to become Motorpoint Arena

By Jacob Mathias, 11 August 10, 03:20

Car supermarket brand Motorpoint has bought the naming rights to the Sheffield Arena, rebranding the venue for the next five years as the Motorpoint Arena.

Helen Edwards on Branding: From checkout to grave

By Helen Edwards, 11 May 10, 03:00

Those seeking a 19th-century precedent for Tesco's ubiquity should look to the once-mighty Co-op.

Helen Edwards on Branding: The third way

By Helen Edwards, 05 May 10, 12:00

Brands seeking to challenge a 'big two' need to find strategies that will build loyalty and recognition.

Helen Edwards on Branding: Time to get touchy-feely

By Helen Edwards, 28 April 10, 12:00

The emotional bonding that is crucial to any brand's success cannot be built using metrics alone.

Profile: Making his marque

By Alex Brownsell, 20 April 10, 12:01

Peter Duffy, head of marketing at Audi UK, invested in the brand during the recession to prepare for the recovery.

Brand Health Check: Honda

By Jeremy Lee, 14 April 10, 12:00

A vehicle recall in the US has exacerbated the brand's existing malaise in the UK.

Biggest brands: Top 100 online advertisers 2010

By Adam Woods, 30 March 10, 12:00

While the recession cut a swathe through above-the-line media channels, digital marketing grasped the opportunity to prove itself, writes Adam Woods.

Biggest brands: Top 100 advertisers 2010

By Nicola Clark, 23 March 10, 10:00

Many major brands were forced to scale back their marketing budgets during 2009, allowing those that maintained or grew their adspend to take advantage of reduced media costs.

Mark Ritson on Branding: Toyota's structural flaw

By Mark Ritson, 24 February 10, 12:00

LONDON - The company's focus on a master-brand means that if one of its models faces problems, they all do.

Special report: Experiential - From live to LOUD

By Robert McLuhan, 17 February 10, 12:00

Brand experiences can provide an entertaining distraction but they are limited in the number of people they reach. Now marketers are turning to digital to amplify live events and tap into a mass audie...