When it comes to Branding, whom do trust more? Your consumer’s interests? Or some supposedly (grey-haired blabbering) self-proclaimed brand expert who has probably always been focussed at criticizing current trends because they won’t work out for him? As surprised as I could ever be, I came across this recent article (‘The Danger of You Centered [...]
Corporate re-branding is sometimes seen as an inevitable exercise while it appears to be a normal practice for global trendsetters moving away or making alterations to their brands. AOL, a longer version of American Online is an American company that provides internet services and social media networking. The internet company has announced its ongoing process [...]
Internet is a new medium of communication; it has changed the way we market our products and services. It has managed to challenge several marketing processes pushing a new way of implementing the same techniques with a different approach. Off late with the rise of interactivity in the guise of Web 2.0, the way we [...]
The latest ad on the Indian television screen will be the hot and sizzling Ash and Abhishek one for LUX. With this star couple, Lux has come back in style. World over for almost a century, Lux - the beauty soap from the Unilevers have been positioning with the ‘Brings Out the Star in You’ advertisement [...]
A brand personality and its attributes play a cardinal role in shaping consumer perceptions. Considering that the personality of a brand may range from large to discreet (and/or from efficient to misleading) exposure, it may be safe to believe that consumers thus generate self generalized stereotypes about a Brand, which many a times is on [...]
Fiat usually positions its cars as ‘reliable and sturdy’ cars for middle-class consumers. This strategy has worked well for the company especially in emerging markets like Brazil. In 1997, the company entered India through a joint-venture with Premier Automobiles Ltd (to sell its new car ‘Uno’), which it had successfully partnered with previously (since 1951) [...]
