Luxury Brand Extensions: Wise Decision or Risky Strategy?

I am a fan of classic watches. The product itself is a marvel of craftsmanship, precision engineering, and  design. Add heritage to the mix and you have the perfect ingredients of a luxury brand. Professionally, the watch industry offer Continue Reading

5 Reasons to Build a Premium Brand

I was recently shopping for school supplies for my kids. As expected, the options were overwhelming for every item on the list. Choosing something as simple as pencils generated a lot of debate between family members; should we go for the inexpensive no-name products, or a premium STAEDTLER set that cost 3 times as much […]

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How to Build Trust in Your Brand

If I had to rank Brand Managers’ responsibilities by importance, building brand trust would be at the top. Brand trust is slow to build and easy to lose. The best Brand Managers can hope for is to position the brand in the most favourable light by consistently delivering on its promise at every interaction with […]

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How To Build and Protect Brand Equity

Building brand equity should be the number one priority of any business, big or small. Positive brand equity takes a lot of time and resources to achieve, hence the need to start from day one. Overwhelmed by daily tasks, brand owners can easily lose sight of this strategic business objective. Moreover, brand equity can be […]

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Pricing Strategies: Is Competing on (Low) Price A Sustainable Strategy?

The following statement is part of “Pricing Strategies 1 on 1”: positioning your brand as the lowest priced competitor is a risky strategy. And in most cases it is, at least in theory. The economic reality is different. With little to no meaningful differentiation between products,  operating on skinny margins is a common strategy. The […]

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Indian Luxury Education: An Eye Opener

This is a guest post by Love Ranga, Chief Strategy Officer and Author, The Ghost of Luxury September 2008 “So, what do you know about Luxury Retail?” asked the interviewer. “Sir, in Luxury Retail we sell expensive products,” replied the candidate. “And?” the interviewer persisted. “Here the customer is the ‘rich’ king,” the candidate answered with […]

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How to Use Amazon to Build Your Brand

It is a reality acknowledged by more and more marketers: a brand can no longer rely on intermediaries such as distributors, sales agents and independent retailers to convey its messages to the target audience. A strong brand communicates directly with its end users. Their feedback is invaluable to brand owners in answering questions such as […]

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Starting Your Own Business? Read This Branding Reality Check First

You feel stuck in a boring 9 to 5 job. You know you can do more with your life. You have the determination to build your own brand(s). You want to leave a good legacy for your children. All of the above are good reasons for starting your own business. You’ve probably come across hundreds […]

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Premium Branding: 3 Tips to Market Your Business to High-End Consumers

Millennials have been the marketing industry’s latest target as they constitute a huge consumer group with high purchasing power. In fact, according to a report by Pew Research Centre, ‘Millennials have surpassed Baby Boomers as the nation’s largest living generation.’ About 75.4 million millennials (those between ages 18 and 34 years) and 74.9 million baby […]

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How to Build a Premium Brand

Not all consumers are price sensitive. As disposable income increases, people are willing to pay more for a quality product that will save them money in the long run. Increasingly people value quality over quantity, free time, craftsmanship, social responsibility, and local sustainability. Premium brands are highly valuable assets for a few reasons. The premium […]

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