Branding

Jun 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.

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.

Nov 2016

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.

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.

Jun 2016

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 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.

Sep 2014

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 2014

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.

May 2014

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.

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.