Introduction
Discrepancies between the way a brand presents itselfbrand identityand how it is perceivedbrand imagecan significantly hinder its success. For example, public outrage directed at BP over the recent oil spill in the Gulf of Mexico was aggravated by the fact that BP had apparently broken its promise to go Beyond Petroleum and towar ... Tags:brand identity, brand strategy, brand image
Car Slogans In China: What Colour Is Your Future? By: Labbrand | - Car Slogans in China: What Colour is your Future?
Written by Emily Zhang
As environment-friendly cars become an increasingly important market segment, more and more companies are heavily investing in R&D to come up with tomorrows winning technology. But technological trends are only half of the picture; on the communication front, car companies are eager to dress themselves in green. In China, many foreign automotive brands have begun to create innovative taglines and slogans in M ... Tags:brand, environment efficient, ecologic, slogan, tagline
The massive potential for retail businesses in China is no surprise to anyoneleast of all prestige brands. After years of annual double-digit growth, Chinas booming economy has left tens of millions of consumers seeking new ways to spend their disposable income. In 2009, China became the worlds second largest luxury market behind Japan, surpassing the United States.
Even though ... Tags:Prestige brands, digital rand, china, viral marketing
Just Do It is one of the most famous and successful taglines in history. Succinct, inspirational and memorable, it helped propel Nike to its legendary status. Everyonefrom sports coaches to business executivesseems to have incorporated it into their everyday lingo. A tagline can be a powerful branding tool for a company at any stage ... Tags:tagline, slogan, brand strategy, Verbal Branding
Integrated Branding: A Multi-disciplinary Approach By: Labbrand | - Sometimes brands promote themselves visually through a strong identity and flashy advertising. Others take a step back, conduct market research, and clearly map out their brand positioning. Some brands enter the market with a strong presence and disappear overnight; others last for a lifetime. Although different approaches are used, almost every brand has the same goal in mind: to increase brand value.There has been much academic and professional commentary on what branding is, whether it is wor ... Tags:brands, branding, marketing, advertising, Labbrand
As average wages have increased and consumers possess more disposable income and are willing to spend their hard-earned wages on modern products, more small and medium sized companies from around the world have entered the Chinese market importing products ranging from French cosmetics to German paint, from Ukrainian Vodka to Malaysian fruit juice.
In previous articles we have discussed semiotics as a powerful tool for product innovation and analyzing advertising. Using semiotics, brands can take advantage of codes to help them succeed in the marketplace. However, there is a difference between the cultural meaning of a code and that code in relation to a specific category. For example, in Western culture black is generally associated with death, but in a specific produ ... Tags:semiotics, semiology, market research, branding, brands
Experiential Branding: Using 5 Senses To Build Brand Equity By: Labbrand | - Todays consumers are confronted with countless choices and a multitude of information to consider when they buy products or services. Traditional promotional methods like advertising in magazines or on TV are no longer as effective as before. How can a company help their brand stand out? What will make their brand communication effective? In light of these questions and many others, brand experience has emerged as an innovative and compelling way to build a brand in the minds of consumers.
Market Research In China"s 2nd Tier Cities By: Labbrand | - Countless China experts and market analysts alike agree that in upcoming years the Chinese economy must make a shift away from the export-oriented economy of the past 30 years to a consumer-oriented, demand-driven economy, which will hopefully result in the inclusion of another 400 million consumers into the global economy.
Trying to grasp the sheer numbers may seem mind-boggling enough, yet for managers in various industries and sectors, only knowing the numbers is no longer enough ... Tags:market research, strategy, branding, brands, China, Chinese
Sound Branding: Building A Sound Identity By: Vladimir Djurovic | - An effective brand identity is commonly perceived as a good brand name and logo, trendy package design dimensions which mainly concern visual senses. However, this common perception of branding is incomplete.
Human beings have five senses, so why would brand strategists leave four of them aside? Over the past few years, senses other than sight have been explored by brand experts and marketers. Although the senses of taste and touch are more difficult for brands to reach, ... Tags:sensorial branding, sound branding, sound identity, Labbrand
Branding For Business-to-business Companies By: Vladimir Djurovic | - When you think of a great brand, what comes to mind? Some of the most valuable brands in the world today include Google, Microsoft, Coca Cola, IBM, McDonalds, Apple, and China Mobile 1.These companies have successfully built brand equity and are well established in consumers minds. But who are their customers? Are they individuals, or are they other companies? Your target consumer determines your brand strategy, and there are key differences when branding for business-to-business (B2B) a ... Tags:brand strategy, B2B, internal branding, Labbrand
The allure of the Greater China market has been on the radar of foreign firms for decades. The sheer size, and in many instances, the wealth of the Chinese-speaking world has been a considerable attraction to many Western firms.
To tap the large Chinese markets, several foreign firms have seized opportunities to develop their Chinese presence through local investment in branding. Through ... Tags:Brand differentiation, brand image, China, Brand naming
Chinese Low-priced Consumer Goods Market Calls For Powerful Brands By: Vladimir Djurovic | - As the living standard of the Chinese people becomes higher with greater economic development, domestic and international corporations hurry to provide consumers with more purchasing choices. Yet, choices are created not only by new products, but also by different brands with different attributes and images that attract different segments of the population. Brands signify attributes such as high quality or fashionable style, but also affiliation to a certain social class or group, and can thus b ... Tags:brand experience, brand differentiation, brand building, China
Branding Tips For Chinese Traditional Companies By: Vladimir Djurovic | - Vintage brands have been on the rise in the west for the past 5 years and the trend is still continuing: brands famous in the 80s that had been long forgotten have been rejuvenated to see new days of glory. Converse All Stars, to name one well known example, have come back into style after years of hibernation.
Brand Translation: Packaging Design Differences Between China And The West By: Vladimir Djurovic | - Is a product still the same without its packaging? As the saying goes looks matter, and without a properly designed package a product is hard to sell regardless of how good its other attributes might be. Indeed, packaging design represents what the brand stands for as much as other elements of the brand visual identity do, and in certain cases the packaging is almost as important as the product itself. After all, what would Coca Cola be without its famous bottle?
The Poetic Dimension Of Chinese Brand Names By: Vladimir Djurovic | - A great brand name is one of the most important assets of a company1. It conveys the brand identity, it tells people what the company does and why it does it better than others, and it gives space for creative design and communication developments.
Indeed, a great brand name tells a story about your business, a story that transforms your brand into a broader idea: the business, the product, the service, but first and foremost, the promise you make to your customers. One phrase pr ... Tags:China, business, branding, Chinese, languages
Most brands & products are now interchangeable. This sad statement emanates from one of the fathers of marketing, Philip Kotler.
For a brand to be identified, recognized and understood in its values is the core of every strategy, the nagging issue of every marketing manager.
However, in a competitive environment where the usage & functional value of a brand (a product or a service ... Tags:sensorial branding, business, China, marketing
Co-branding - A 1+1>2 Formula By: Vladimir Djurovic | - Adidas + Yohji Yamamoto, Intel Inside + Compaq Personal Computer, D&G + Motorola, British Airways and Citibank, Adidas + McCartney, Mercedes and Swatch, Bacardi and Coca Cola, Danone and Quick, GOME and Motorola, Industrial and Commercial Bank of China and American Express...these are only few among the most famous examples of co-branding we have seen emerging in the latest years.
Interactive Media - The New Golden Goose Of Branding? By: Vladimir Djurovic | - Interacting with your customers in today's business world has become a must.
Does this sound like too much of a strong statement? Well, maybe "must" somehow overplays what is today's reality, but it is indeed true, since all you hear marketers and advertisers talk about lately concerns interactive medias, how these are changing their panorama and how much are they gaining momentum.
Chinese Luxury Brands On The Move By: Vladimir Djurovic | - China's growing affluent consumer segment has been attracting worldwide luxury brands for a long time. Gucci, LV, Zegna, and many other top brands tapped into the Chinese market in the early nineties, long before it started generating revenues1. And quite rightly so, as more than 300,000 Chinese now have a net worth of more than US$1 million. The mainland's millionaires control about US$530 billion in assets and more than 170 million Chinese can afford to buy top-tier brands2. Indeed, it seems c ... Tags:business, branding, China, luxury
