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Sheffield Arena to become Motorpoint Arena

11 Aug 2010 | by Jacob Mathias

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

11 May 2010 | by Helen Edwards

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

05 May 2010 | by Helen Edwards

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

28 Apr 2010 | by Helen Edwards

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

Profile: Making his marque

20 Apr 2010 | by Alex Brownsell

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

Brand Health Check: Honda

14 Apr 2010 | by Jeremy Lee

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

Biggest brands: Top 100 online advertisers 2010

30 Mar 2010 | by Adam Woods

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

23 Mar 2010 | by Nicola Clark

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

24 Feb 2010 | by Mark Ritson

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

17 Feb 2010 | by Robert McLuhan

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 audience.

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