The central purpose of branding is to guide the consumer to choose your product a midst a dizzying array of alternatives.
The Korean Wave (Hallyu) refers to the global popularity of South Korea’s cultural economy exporting pop culture, entertainment, music, TV dramas and movies.
The concept of rebranding is an often-misunderstood one.
A highly relevant and discussed topic in the domain of branding is the importance of maintaining consistency for brands in marketplaces characterized by diverse cultures, increasingly empowered customers and ever changing trends and customer preferences.
Commoditization and replication have always been a fact of competitive markets.
Many potential challenges exist when a company tries to reinvent itself.
For the modern brand, sustainable competitive advantage can not be built upon logo design, taglines, packaging or marketing campaigns.
China leads all emerging markets with 89 companies on the latest Fortune Global 500 list of the world’s largest.
In July 2013, Martin Roll spoke at the Taiwan International Branding Forum, an annual two-day forum that is organized to enable Taiwan in building up its local products and companies into globally recognized brands.
Brands are strategic assets of companies.