Many companies aspire to build brands that eventually get etched in the culture of the society and become cultural icons, but very few are able to achieve iconic status.
With increasing globalization and flattening of the world, more Asian brands are venturing into newer markets and embracing customers in various cultures.
The TWG Tea brand strategy is built on the promise of providing a high-quality tea experience and education for the discerning global tea consumer.
The last two decades have seen cities, islands and even countries very aggressively branding themselves in order to create a resonating identity among stakeholders and build sustainable customer relationships that last a lifetime.
South Africa for a long time has been in the global limelight for several reasons and in particular because the country is one of the leading economies in Africa.
Forever 21 became one of the largest and most competitive fast fashion retail brands in the world competing on cheap price points, merchandise, prime locations and rapid global logistics.
There are few product categories where branding activities make such a dramatic impact on competitiveness and differentiation than in bottled water.
AmorePacific aims to become a global Korean beauty company with a brand portfolio competing on innovation, quality, marketing and authentic Korean cool.
With the immense power bestowed upon consumers by the Internet and an ever expanding means of communication, consumption and interaction, companies have been forced to rethink their branding and business models.
India’s beauty and attractiveness lies in its complexity and diversity.
The luxury online fashion retailer Net-A-Porter was launched in London by Natalie Massenet in June 2000.
The Giorgio Armani brand owned and run by the founder designer Giorgio Armani has earned the much hallowed space in the fashion industry through its superior design, relevant themes and trends.
Nike, Starbucks, Disney, McDonald’s, IKEA, Nokia, IBM, Coca-Cola and LEGO are some of the best known global brands around.
Originally from Malaysia, BritishIndia has carved out a niche for itself in the lifestyle segment of the Asian fashion retail market over the last 18 years.
It is paramount that brands stand for something in today’s complex and ever-evolving local and global marketplaces.
The concept of rebranding is an often-misunderstood one.
Brand positioning is the process of creating a distinctive offering for a brand, which differentiates the brand in the hearts and minds of the consumer, enhances its appeal and positively impacts current and future purchase potential.
Brand valuation is a domain of branding that is marred by inconsistencies and controversies.
Even though there are several definitions of brand equity and multiple methods of measuring it, one thing is accepted as a fact by all marketers, it is very difficult to measure.
The importance of having a strategic vision and a clearly defined management process for brand architecture has increased significantly over the years.
Globalization has had a tremendous impact on businesses in general.
Marketing thought has strongly advocated differentiation of products and services as a means of achieving competitive advantage.
Commoditization and replication have always been a fact of competitive markets.
Many potential challenges exist when a company tries to reinvent itself.
The face of business in Asia is changing faster than one can blink one’s eyes.
A brand is the identity of a company, product, service in the minds of consumers that is built through hundreds of experiences and interactions, reinforced by word of mouth references of others.
Branding enhances shareholder value, it can become a catalyst for better leadership, it enables to drive a shared vision throughout the organization, and it can help to balance short- and long-term perspectives and performance.