Differentiation Strategy: The “Me Too” Strategy Can Damage A Premium Brand
A friend of mine, the proud owner of a BMW, sent me the e-mail above. He was outraged, and rightfully so. A premium car manufacturer, [...]
The Brand Slogan: How to Choose a Meaningful One
The brand slogan should summarize its positioning and give the customers a quick glimpse into what your brand stands for. Besides summarizing the brand positioning [...]
How Should A Premium Brand Respond to Competitive Price Pressure?
Imagine this scenario: your company owns a premium brand with a lot of history, strong local manufacturing content and positive attributes behind it. Back in [...]
Positioning-The Crucial First Step In Brand Building
For most people marketing means advertising. For most marketing agencies, marketing means communication. Or even worse, creative communication. For many management teams, launching a new [...]