Branding

Nov 2021

How Nations And Brands Overcome Country of Origin Challenges

In a globalised world with more competitors vying for shelf space across the globe, consumers are overloaded with informa­tion and continue to place increasing importance on brands.

Nov 2021

The Essential Features of a Global Asian Brand

With increasing globalization and flattening of the world, more Asian brands are venturing into newer markets and embracing customers in various cultures.

Oct 2021

Brand Naming Toolkit – Techniques And Insights

The central purpose of branding is to guide the consumer to choose your product a midst a dizzying array of alternatives.

Nov 2020

Giorgio Armani – The Iconic Global Fashion Brand

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.

Nov 2020

Retail Branding In The New Digital Age

The traditional retail industry and associated business models have gone through a significant phase of disruption.

Aug 2020

Identity Myths And Storytelling Are Keys To Building Iconic Brands

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.

Oct 2019

Strong Brands Are Business Drivers

The fast changing business landscape has made strong brands highly crucial to a company’s success.

Jan 2019

TWG Tea – The Asian Brand That Made Tea Drinking A Luxury

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.

Jan 2019

Air China – The Quintessential Chinese Brand

Air China aims to become a global Chinese airline brand dedicated to excellent operations, service levels and quality across the entire organization.

Dec 2018

Country Branding Strategies For Nations And Companies

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.

Jun 2018

Strong Potential To Build Global South African Brands: Strategy And Road Map

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.

Mar 2018

Forever 21 – Fast Fashion Retail Brand With An Edge

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.

Feb 2018

Branding and Celebrity Endorsements

Nike is known around the world for being one of the most iconic brands.

Jan 2018

Fiji Water – The Exotic Water Brand

There are few product categories where branding activities make such a dramatic impact on competitiveness and differentiation than in bottled water.

Dec 2017

AmorePacific – Korean Beauty Company Going Global

AmorePacific aims to become a global Korean beauty company with a brand portfolio competing on innovation, quality, marketing and authentic Korean cool.

Nov 2017

Samsung – The Global Asian Brand

Think of any high-end consumer durable like a camera, MP3 player, integrated mobile phone, plasma television, or even camcorders, and it is only natural that Samsung comes to mind.

Oct 2017

Alibaba – The Chinese Brand Leading Disruptive Innovation

The world had started noticing it some time back, but when a Chinese e-commerce company created the world’s biggest Initial Public Offering (IPO) valued at USD 25 billion in September 2014, it was really an event for everyone to take further notice.

Sep 2017

Customer-centric and Consumer-driven Brands

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.

May 2017

Brand Building In India – Strategic Imperatives

India’s beauty and attractiveness lies in its complexity and diversity.

May 2017

Net-A-Porter – Revolutionizing Global Fashion Retail

The luxury online fashion retailer Net-A-Porter was launched in London by Natalie Massenet in June 2000.

Oct 2016

5 Things Psychology Can Teach Marketing About Persuasion

Persuasion plays a role in everyone’s life, and for some people like marketers or politicians, it plays an even bigger part.

Oct 2016

Digital Branding – Implications On Strategy

Nike, Starbucks, Disney, McDonald’s, IKEA, Nokia, IBM, Coca-Cola and LEGO are some of the best known global brands around.

Sep 2016

BritishIndia – Reliving The British Colonial Era Through Fashion

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.

Jun 2016

Brand Guardrails – How To Keep Successful Brands On Track

It is paramount that brands stand for something in today’s complex and ever-evolving local and global marketplaces.

Feb 2016

Rebranding – Best Practices For Success

The concept of rebranding is an often-misunderstood one.

May 2015

How To Create Strong Brand Positioning

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.

Apr 2015

Brand Valuation: Evolution of a strategic practice

Brand valuation is a domain of branding that is marred by inconsistencies and controversies.

Mar 2015

Managing Brand Equity – Best Global Practice Assessment

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.

Jan 2015

Brand Architecture: Key Drivers of Success

The importance of having a strategic vision and a clearly defined management process for brand architecture has increased significantly over the years.

May 2014

Branding By The Numbers – Measuring Brand Value, Equity And Marketing Activity

The primary objective of boardrooms is to build and sustain shareholder value over the long-term.

Apr 2014

Cross-Cultural Branding And Leadership

Globalization has had a tremendous impact on businesses in general.

Apr 2014

Brand Community – Creating Differentiation Through Consumption

Marketing thought has strongly advocated differentiation of products and services as a means of achieving competitive advantage.

Mar 2014

What Is Rebranding? It Is Probably Not What You Think It Is

Commoditization and replication have always been a fact of competitive markets.

Mar 2014

Challenges That Undermine Rebranding Efforts

Many potential challenges exist when a company tries to reinvent itself.

Mar 2014

Asian Brand Strategy: A New Paradigm For Boardrooms

The face of business in Asia is changing faster than one can blink one’s eyes.

Feb 2014

How To Manage Brand Failures Effectively

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.

Feb 2014

Brands as Value Drivers

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.