Browsing Category: "Branding"
Chinaâ??s growing affluent consumer segment has been attracting worldwide luxury brands for a long time. Gucci, LV, Zegna, and many other top brands tapped into the Chinese market in the early nineties, long before it started generating revenues1. And quite rightly so, as more than 300,000 Chinese now have a net worth of more than [...]
A great brand name is one of the most important assets of a company1. It conveys the brand identity, it tells people what the company does and why it does it better than others, and it gives space for creative design and communication developments. Indeed, a great brand name tells a story about your business, [...]
Brand Management Overview The application of marketing methods in respect of a particular product, range of products, or a specific brand is commonly referred to as Brand management. Its role is to increase the product’s perceived value in the eyes of the customer, and at the same time increase the strength of the brand [...]
“People spend money when and where they feel good.”” – Walt Disney Most brands & products are now interchangeable. This sad statement emanates from one of the fathers of marketing, Philip Kotler. For a brand to be identified, recognized and understood in its values is the core of every strategy, the nagging issue of every [...]
Brand Management Types of Brand: Part 1 There are, in fact, many different types of brands each with its own recognisable features. The following characterises the essential features: A Premium Brand – Compared with other products in the same category, the price is pitched at a premium. The age group that is identified more than [...]