Gone is the era in which the developed economies of Western Europe and North America ruled the global business landscape with their well-developed markets, massive middle class populations, considerable level of disposal income, well established institutional intermediaries and continually growing economies.
Hermès International, sometimes also referred to as Hermès of Paris or Hermes, is a French luxury goods manufacturer.
The Chief Marketing Officer (CMO) has become one of the more commonly talked about corporate designations in recent years.
Martin Roll’s opinion piece about the link between customers and company brand strategies in Asia Pacific was featured on CMO.
It is not news that Korean popular culture has been one of the most significant contributors to the Korean economy and across Asia.
Martin Roll was interviewed on The CMO Show on 14 December 2017.
A brand is a name, term, sign, symbol, association, trademark or design which is intended to identify the products or services of one provider or group of providers, and to differentiate them from those of competitors. A brand has functional and emotional elements which create a relationship between customers and the product or service.
Brand attributes are the functional and emotional associations which are assigned to a brand by its customers and prospects. Brand attributes can be either negative or positive, and can have different degrees of relevance and importance to different customer segments, markets and cultures. Brand attributes are the basic elements for establishing a brand identity.
A brand audit is a comprehensive and systematic examination of a brand involving activities (both tangible and intangible) to assess the health of the brand, uncover its sources of equity and suggest ways to improve and leverage that equity. The brand audit requires the understanding of brand equity sources from the perspective of both the firm and the consumer.