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Villanueva Galobart, Julián; Ziskind, Julie Michelle; Armelini, Guillermo
Although most brands have ventured into Web 2.0 marketing, doubt and caution are the watchwords, as reflected in advertising budgets. Major brands are no exception. Coca-Cola España, for instance, reformulated its online strategy in 2011, in a bid to prepare for the branding wave of the future.
Ziskind, Julie Michelle; Villanueva Galobart, Julián; Nueno Iniesta, José Luis
In the wake of the economic crisis, low prices have taken precedence over perceived quality. In the U.K. and Ireland, this is known as “the Primark effect,” so named after the bargain retailer there. A case study by Julián Villanueva, José Luis Nueno and Julie Ziskind analyzes how Primark changed brand attitudes, and the challenges that lie ahead.