Innovation and technology have been the driving forces behind new product and service development for decades. Companies have tried to harness the power of these forces to uniquely position and differentiate themselves in an ever more competitive, global market environment. While design represents a great intrinsic value in products and...
Brands have a life cycle which may consist of a number of phases including inception, growth, maturation, decline, revitalization, and retirement. Brand Rejuvenation is a process in which a brand on the verge of retirement is brought back to life to regain markets. Revitalizing a once-popular dormant brand can be...
Many external companies ponder the riches to be made in China. However, they must understand that there is increasing competition originating from within China itself. This paper examines this "Chinese Brand Strategy," current perception issues, lessons from the best global brands, and the impact of leading Chinese brands. It examine...
From the executive summary: ‘Using celebrities to promote consumer goods probably makes good business sense, especially when the endorsed products themselves are lacking in distinction. However, there are limits to this strategy. When a celebrity no longer appeals to the emotions, an individual’s interest is lost. Unless new celebrities come...
In today's intensely competitive global business environment, achieving a unique position and sustainable competitive advantage is, increasingly, becoming tough and expensive for organizations. In such scenario, creating a corporate brand is an effective strategy for the corporations. It enables them to acquire an enhanced 'value' in the market. The paper...
Branding is identifying or creating, and then exploiting, sustainable competitive advantage. The general description of branding as “delivering all the promises and perceptions that the organization wants its constituents to hold”, is widely accepted among those who teach and practice the art and science. Determining the sustainable competitive advantage is...
Although the luxury goods market is renowned for commanding lucrative margins, there are valid reasons for this. The innovation processes, the creativity, and long development stages some items go through has to bring a return on the initial investment to allow the creative process to continue. In order to create...
Marketing as Strategy by Nirmalya Kumar, published by Harvard Business School Press, price 17.69 [pounds sterling] Marketing as Strategy by Nirmalya Kumar, published by Harvard Business School Press, price 17.69 [pounds sterling]
Innovation and technology have been the driving forces behind new product and service development for decades. Companies have tried to harness the power of these forces to uniquely position and differentiate themselves in an ever more competitive, global market environment. While design represents a great intrinsic value in products and...
Chinese businesses are now focused on producing profit, not just output. And they are seeking innovative ways in business and branding to drive enhanced bottom lines. Based on the intense competition at home, and their now-enviable scale, Chinese brands will become more active in the global market. Once they gain...
As opposed to the FMCG industry, the pharmaceutical industry has not been as efficient in leveraging the power of their brands. This is primarily because drugs have always competed against each other based on functional attributes clinical and product related features. However with patent expiry, this has become a difficult...
Joe Crump, Chief of Strategy and Planning, Speaks Saturday, 21 June, 1 pm, Debussy Theatre, Palais des Festivals, Cannes Avenue A | Razorfish: WHO Joe Crump, vice president of strategy and planning for the East Coast region of Avenue A |...
Banks trade on loyalty and confidence and Northern Rock could have lost both. Stefanie Ives Government guarantees may not be enough to save Northern Rock, according to Rita Clifton, chairman for marketing consultancy Interbrand, who was speaking at the Business...
Byline: April Wortham Hyundai's 2007 goal: Build 300,000 Sonata sedans and Santa Fe crossovers at its Alabama assembly plant. But sales were slow, and customers wanted Sonatas with four-cylinder engines - not the V-6s Hyundai had banked...
Byline: TIM CALKINS And DEREK D. RUCKER Everyone loves to talk about ROI. The benchmark has firmly planted itself in the soil of marketing doctrine, widely accepted as a measure that makes it simple to evaluate marketing programs and gauge spending...
Byline: TOM AGAN Hardly a day goes by without some bad news about a great financial-services brand. From new brands such as E-Trade (circa 1996) to old brands such as Merrill Lynch (circa 1914), you almost feel brand value evaporating...
Byline: ABBEY KLAASSEN And ALICE Z. CUNEO Shifting business models make for strange bedfellows-and nowhere is that so clear as Google's potential linkup with Verizon, which is said to be negotiating with the search giant to carry phones equipped with...
Byline: Mary Ellen Podmolik Bank of America grabbed a piece of the spotlight during February's Academy Awards telecast when it introduced its new brand positioning. After four years, the banking giant stepped away from its "Higher...
Byline: Matthew Schwartz In April, BlackBerry had an 11-hour lapse in service-an eternity for executives glued to their mobile e-mail. While The New York Times, for example, reported that one user of the handheld device was "freaking out'' at the...
Byline: Mary Ellen Podmolik Marketing campaigns for products like computers and printers have tended to focus on the basics of specs, speeds and prices. Hewlett-Packard Co. stepped away from that strategy last year with its "The Computer...
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