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Measuring a brand's image against consumer experience

By Jane Simms, 11 December 07, 08:45

LONDON - The divergence between consumers' perceptions of brands and their experience of them can be marked, for better or worse. More tellingly, this gap can also have a significant impact on financi...

Lexus tops list of brands that don't match image

By David Tiltman, 10 December 07, 02:00

LONDON - Lexus has been named Britain's most disappointing brand in a survey of brand advocacy published exclusively in Marketing this week.

Bentley reviews global strategy

By Claire Billings, 04 December 07, 08:45

LONDON - Bentley is overhauling its global brand strategy in an attempt to strengthen its position in the luxury car market.

Indian brands expand horizons

By Jane Simms, 04 December 07, 08:45

LONDON - As the Indian economy flourishes, so its companies are looking to raise their global profile.

The year's top 10 legal cases for marketers

By Nick Johnson, 27 November 07, 08:45

LONDON - From FIFA's legal wrangles with MasterCard to the latest on comparative ads, it has been a busy year in marketing law. Nick Johnson, partner and head of advertising and sponsorship at law fir...

Car marques in customer push

By Ed Kemp, 27 November 07, 08:40

LONDON - Jaguar and Land Rover have hired Palmer Hargreaves Wallis Tomlinson to handle their global customer retention and acquisition marketing briefs.

Honda portal to offer car clips on web-TV

By Gareth Jones, 20 November 07, 08:45

LONDON - Honda will this week launch a branded internet TV channel featuring a mix of films, video clips and ads aimed at car enthusiasts.

Mercedes-Benz reworks badge

By Ed Kemp, 13 November 07, 08:45

LONDON - Mercedes-Benz has redesigned its three-pointed star brand icon for the first time in nearly 20 years and is supporting it with the creation of an acoustic device to appear in its global ad ca...

VW aims Jetta work at golfers

By Ed Kemp, 06 November 07, 08:45

LONDON - Volkswagen is promoting its Jetta compact saloon through a direct campaign. The activity, created by Proximity London, focuses on the Jetta's boot space, which Volkswagen claims is the ideal ...