Online plays key branding role – case study

IAB research shows that online plays an integral role when building brand awareness. IAB and research agency, GFK NOP have produced a piece of research that looks into the ways in which online advertising can build brand awareness in a cost effective way.

The study – the first in a series of three linked research projects from the IAB – specifically tracked the effectiveness of Starbucks’ online advertising for its new product Starbucks VIA.

The research shows that Starbucks’ online advertising activity created a strong uplift in awareness, while purchase intent also saw an uplift of 40% within the brand’s key demographic of 35-54-year-old women

04-05-2011 Building brands online (Starbucks) - IAB UK study

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Building your brand online – educational reports

The internet is a hugely valuable tool for any marketer seeking to build their brand. The IAB UK has put together a number of educational materials in order to explain to marketers exactly how they can unlock the potential offered by this powerful medium. On this page you’ll find links to the individual chapters of the IAB UK Reports on Building your Brand Online.

21-09-2010 Building brands through Creativity

03-08-2010 Building brands through Integration

08-06-2010 Brand building through search - IAB UK

09-04-2010 Dwell on Branding Research Report