Pepsi announced recently that they will be introducing a new bottle design which will add great value to the brand. Coke’s iconic bottle design, in the meantime, has been with us since 1915. The master marketer has made the unforgettable shape into a packaging equity that is more valuable than any other brand counterpart in memory.
George Lucas has certainly earned a comfortable retirement. He’s given a couple of generations some of their best memories inside movie theaters. But will his last major business deal end up costing him a big chunk of legacy?
Several times over the past few years a famous brand has mangled some of its most valuable equity, then rapidly cut bait before the fish could even bite.
Is it just me or is Samsung looking more and more like Apple’s worst nightmare? It wasn’t that many years ago that Samsung was the electronics brand you bought when you couldn’t afford Sony.
US fast food chains are taking on some of the toughest competition in the world: vegetarians. Subway — the largest chain of its kind in the US (yep, bigger than McD’s in outlets) — opened a Jain counter in Ahmadabad in western India.
Marriott recently announced the introduction of a new chain of hotels, called “Moxy”. Aimed at the Millennial set with a bit less money than those staying at W, Moxy will be launched first in Europe, but you can expect it to be expanded rapidly from there if it catches on.
Many years ago I visited a processing plant operated by one of largest U.S. food companies. I met with the plant manager and asked him about quality control at his facility. “It is my most important job,” he said. He went on to explain that if American consumers buy an expensive luxury automobile and experience […]
By Lynn B. Upshaw and Earl L. Taylor, Ph.D During much of the twentieth century, many product brands operated more as icons of awareness and accumulators of name and slogan recall than as sophisticated marketing instruments. Even after the creation of the brand management system at Procter & Gamble in the early 1930s, brands were […]
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